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CoursesPost Graduate Programme in AdvertisingStudents are introduced to the organizations of the advertising profession, career opportunities, and the advertising planning process from understanding consumers, market research, message and media planning, measuring advertising effectiveness and budgeting and to prepare students for leadership roles in strategic communications Course DetailsFirst Semester
Second Semester
1. Elements of Advertising An introduction to advertising in a free-market economy, its place in the media of mass communications and its effects on society including gender, race, ethnicity, sexual orientation and religious and political thought. Students are also introduced to the organizations of the advertising profession, career opportunities, and the advertising planning process from understanding consumers, market research, message and media planning, measuring advertising effectiveness and budgeting. 2. Advertising Strategy A study of the theoretical foundations and the process of developing advertising and promotional strategy; methods of utilizing research data for developing and evaluating advertising strategy. 3. Intro to Advertising Design & Graphics An introduction to visual communication theory and methodology, principles of design and production processes. Lectures include such topics as symbols, visual perception, conceptualization and layout stages, design principles, typography, illustration and imaging, color and color reproduction, print production, printing processes, computer graphics, video production and graphics. 4. Research Methods in Mass Communication Introduction to experiments, surveys, content analysis, sampling, measurement. Laboratory applications. 5. Copywriting and Visualization Application of creative strategy for print and electronic media. Emphasis placed on the development of creative concepts. Requires preparation of advertisements including rough layouts and storyboards. 6. Advertising Campaigns An advanced advertising course requiring the student to prepare and produce a complete general advertising campaign utilizing concepts learned in previous advertising courses. 7. Principles of Marketing Marketing is about understanding the customer’s needs and ensuring that products and services are of the highest possible standards in order to satisfy the potential customers wants and needs. Marketing is essential to the success of all businesses. Its primary aim is to enable businesses to meet the needs of their actual and their potential customers 8. Law of Mass Communication Understanding the law which guarantees and protects the privileges and defines the responsibilities of the mass media. Includes problems of constitutional law, libel, privacy and governmental regulations. 9. Advertising Sales 10. Retail Advertising A survey of retail advertising, including co-op and collateral materials. Brings together work of preceding advertising courses, including application of creative strategy in print and electronic media for retail advertising, budgeting and planning. 11. Media Planning An introduction to media planning including the problems, techniques and strategy of choosing media to the purchase of advertising space and time effectively and economically in mass media. 12. Advertising Graphics and Production Designed to acquaint students with print production techniques. Emphasis is placed on techniques related to the advertising business. Lectures review specific uses of design, typography and print production with lab sessions dedicated to practicing layout and production techniques. 13. International and Cross Cultural Advertising Major concepts and issues in international and cross cultural advertising campaign planning including primary and secondary research to assess environmental situations, setting objectives, budgeting, media, creative, ethics and social responsibility. Cross cultural is defined broadly to include gender, race, ethnicity, and sexual orientation. 14. Ethics and Problems in Advertising Major concepts and issues in the effects of advertising on society, culture, and the economy with emphasis on ethical systems and ethical decision making. 15. Advertising Research The acquisition, evaluation and analysis of information for advertising decisions through secondary and primary data collection. Emphasis on understanding the scientific method, developing explicit and measurable research objectives, selecting appropriate methodologies and analyzing data. 16. Advertising Internship Student will select work area related to the field of advertising for on-the-job training. Student will work a minimum of 1month. Weekly progress reports, summary report, and supervisor's evaluation required EligibilityGraduates of any recognised University. |