Faculty: INSTITUTE OF GRADUATE PGROGRAMS This major focuses on the strategic and creative aspects of advertising and brand communication. Students explore marketing strategies, consumer behavior, media planning, creative development, and digital marketing. The program emphasizes analytical thinking, creative problem-solving, and the application of communication principles to build strong brand identities and effective advertising campaigns. Graduates are prepared for careers in advertising agencies, marketing departments, media companies, and related fields. **Learning Objectives:** - Understand advertising and brand communication fundamentals. - Develop skills in creating and executing effective advertising campaigns. - Learn techniques for analyzing consumer behavior and market trends. - Explore media planning and digital marketing in brand communication. - Understand ethical considerations, regulatory standards, and professional practices. - Analyze challenges and opportunities in the advertising industry. - Develop teamwork and creative problem-solving skills for advertising projects. **Major Outline:** 1. **Introduction to Advertising and Brand Communication** - Overview of advertising, brand communication, and their roles in marketing. 2. **Consumer Behavior** - Principles of consumer behavior and techniques for analyzing consumer needs. 3. **Marketing Strategies** - Fundamentals of marketing strategies and techniques for developing marketing plans. 4. **Creative Development** - Principles of creative development and techniques for creating advertising content. 5. **Media Planning** - Fundamentals of media planning and techniques for developing media plans. 6. **Digital Marketing** - Principles of digital marketing and techniques for leveraging digital platforms. 7. **Brand Management** - Fundamentals of brand management and techniques for building strong brand identities. 8. **Ethical Considerations and Regulatory Standards** - Understanding ethical considerations and regulatory standards in advertising. 9. **Emerging Trends** - Analysis of innovations such as data-driven marketing and AI in advertising. 10. **Capstone Project** - Real-world project to apply learned skills in creating and executing an advertising campaign. **Assessment Methods:** - Advertising campaign plans, consumer behavior analyses, marketing strategy reports, creative development portfolios, media planning proposals, digital marketing campaigns, brand management plans, research papers, group projects, and internships. **Recommended Textbooks:** - "Advertising and Integrated Brand Promotion" by George E. Belch and Michael A. Belch. - "Consumer Behavior" by Leon G. Schiffman and Leslie Lazar Kanuk. - "Strategic Brand Management" by Kevin Lane Keller. - "Digital Marketing" by Dave Chaffey and Fiona Ellis-Chadwick. **Prerequisites:** Basic knowledge of marketing, communication principles, and creative thinking. Suitable for students interested in advertising, marketing, brand management, and related fields. **Major Duration:** Typically 4 years for a bachelor's degree, including coursework, projects, and internships. **Certification:** Graduates may receive a degree in Advertising and Brand Communication and pursue certifications such as Certified Marketing Management Professional (CMMP) or Google Analytics Certification. **Target Audience:** Aspiring advertising professionals, marketing managers, brand managers, digital marketers, and communication specialists seeking to specialize in advertising and brand communication. This major equips students with the skills needed to excel in advertising and brand communication, supporting the development of effective advertising campaigns and strong brand identities.