Current course offerings

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Course description

The advertising and media industry plays a significant role in developed and an increasingly significant role in emerging economies. This course introduces students to the fundamentals of advertising, including the business of advertising, the history and structure of the industry, and the role of regulatory frameworks. There is a particular emphasis on developing a practical knowledge of advertising, including the process of developing advertising strategies and the evaluation of strategy effectiveness. Guest speakers from the advertising industry will share various stakeholder perspectives, and their views on the defining characteristics of successful campaigns.

Archived offerings