Faculty: Media The Advertising major focuses on the principles and practices of creating, managing, and evaluating advertising campaigns to promote products, services, or ideas. Students gain skills in market research, creative strategy, media planning, digital marketing, brand management, and campaign evaluation, preparing for careers in advertising agencies, marketing departments, media companies, and related fields. **Learning Objectives:** - Understand the principles and history of advertising. - Develop skills in market research and consumer behavior analysis. - Learn creative strategy and campaign development. - Explore media planning and buying strategies. - Analyze digital marketing and social media advertising techniques. - Develop skills in brand management and positioning. - Gain practical experience through projects and internships. **Major Outline:** 1. **Introduction to Advertising** - Overview of advertising principles, history, and industry trends. 2. **Market Research and Consumer Behavior** - Techniques for conducting market research and analyzing consumer behavior. 3. **Creative Strategy and Campaign Development** - Developing creative concepts and strategies for advertising campaigns. 4. **Media Planning and Buying** - Strategies for planning and purchasing media to reach target audiences. 5. **Digital Marketing and Social Media Advertising** - Techniques for creating and managing digital marketing and social media advertising campaigns. 6. **Brand Management and Positioning** - Principles of brand management, positioning, and identity development. 7. **Advertising Ethics and Regulations** - Understanding ethical considerations and legal regulations in advertising. 8. **Advertising Production and Design** - Techniques for producing and designing advertising materials, including print, digital, and video content. 9. **Advertising Campaign Evaluation** - Methods for evaluating the effectiveness of advertising campaigns using metrics and analytics. 10. **Internship/Practicum** - Real-world experiences in advertising settings, such as advertising agencies, marketing departments, or media companies. 11. **Capstone Project** - Comprehensive project applying advertising skills, such as developing a full advertising campaign, conducting market research, or creating a digital marketing strategy. **Assessment Methods:** - Advertising principles and history analyses - Market research and consumer behavior projects - Creative strategy and campaign development projects - Media planning and buying projects - Digital marketing and social media advertising projects - Brand management and positioning projects - Advertising ethics and regulations essays - Advertising production and design projects - Advertising campaign evaluation reports - Internship/practicum reports - Capstone projects and presentations **Recommended Textbooks:** - "Introduction to Advertising" - "Market Research and Consumer Behavior" - "Creative Strategy and Campaign Development" - "Media Planning and Buying" - "Digital Marketing and Social Media Advertising" - "Brand Management and Positioning" - "Advertising Ethics and Regulations" - "Advertising Production and Design" - "Advertising Campaign Evaluation" **Prerequisites:** Basic knowledge of marketing, communication, and an interest in advertising and media. **Major Duration:** Typically 4 years for a bachelor's degree in Advertising. **Certification:** Graduates may pursue certifications such as: - Google Ads Certification - Facebook Blueprint Certification - Hootsuite Platform Certification - Certified Professional in Marketing Research (PMC) from the Marketing Research Association (MRA) - Certifications in specific advertising and marketing tools and software **Target Audience:** Aspiring advertising professionals, marketing specialists, media planners, creative directors, digital marketers, and professionals seeking careers in advertising agencies, marketing departments, media companies, and related fields. This major equips students with the creative and strategic skills needed to excel in advertising, supporting careers in various roles within advertising agencies, marketing departments, media companies, and related fields.