This course introduces students to the fundamentals of advertising and its place in business, branding and society. The module will examine, from a variety of theoretical perspectives, the advertisement process from planning to promotion, its industry and audiences. Class sessions will cover: the foundations of advertising, its objectives and creative strategies, planning and analysing advertising, segmentation, targeting and positioning, evaluation of advertising as a cultural product and media strategy.

Arens, William, Weigold, Michael and Arens, Christian (2012) Contemporary Advertising, 14^th Edition, New York: McGraw-Hill.

Macrury, Iain (2009) Advertising, London and New York: Routledge.

Ogilvy, David (2004) [1963] Confessions of an Advertising Man, London: Longmans.

Regular class attendance – attending at least 70% of lectures and seminar sessions;

Fulfilled seminar duties – students are expected to undertake assignments and group work.

Class activities: 2 exams (written)

Final exam: written

Class activities: 2 exams (written)

Final exam: written

Final course grade is based on 100 points earned through student’s

continuous involvement in class activities:

Fair (2) – 50 to 64 points

Good (3) – 65 to 79 points

Very good (4) – 80 to 89 points

Excellent (5) – 90 to 100 points

Earning credits:

Class activities contribute to 70% of the grade:

Assignments – maximum 20 points

Group work – maximum 10 points

First exam – maximum 20 points

Second exam – maximum 20 points

Final exam contributes to 30% of the grade:

Final exam – maximum of 30 points (50% of correct answers necessary for passing)