Faculty: Graduate Program Institute

This specialization focuses on the strategic and creative aspects of advertising and brand communications. Students explore marketing strategies, consumer behavior, media planning, creative development, and digital marketing. The program emphasizes analytical thinking, creative problem-solving, and applying communication principles to build strong brand identities and effective advertising campaigns. Graduates are prepared for careers in advertising agencies, marketing departments, media firms, and related fields.

Learning Objectives:

• Understand the fundamentals of advertising and brand communications.
• Develop skills in creating and executing effective advertising campaigns.
• Learn techniques to analyze consumer behavior and market trends.
• Explore media planning and digital marketing in brand communications.
• 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.

Main Outline:

1. Introduction to Advertising and Brand Communications - Overview of advertising and brand communications and their roles in marketing.
2. Consumer Behavior - Principles of consumer behavior and techniques for analyzing consumer needs.
3. Marketing Strategies - Basics 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 - Basics of media planning and techniques for developing media plans.
6. Digital Marketing - Principles of digital marketing and techniques to leverage 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 acquired 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.

Duration:

Typically 4 years for a bachelor's degree, including courses, projects, and internships.

Certification:

Graduates may earn a degree in advertising and brand communications 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 specialization in advertising and brand communications. This specialization provides students with the skills needed to excel in advertising and brand communications, supporting the development of effective advertising campaigns and strong brand identities.