Program Overview

Program Description

The Advertising and Consumer Representations course is divided into two parts. The first part provides an in-depth exploration of advertising as a component of the Marketing-Communication mix, focusing on branding objectives, best practices, and the role of traditional and digital media in advertising campaigns. The second part presents critical approaches to advertising, evaluating recent changes in consumer identities and representations through data-driven marketing practices.

Course Objectives

This course aims to:

• Provide students with an overview of key issues in advertising practice, from campaign design to measuring advertising effectiveness.
• Prepare students for positions in advertising, at the client or agency side.
• Stimulate reflection on the ethics and implications of consumer representations.

Teaching Method

The course is taught in person and is organized into two parts: Advertising Today and Implications of Consumer Representations. Attendance is strongly recommended.

Assessment

Assessment consists of an individual written exam addressing issues and topics covered in both parts of the course.

Program Details

The course is part of the following programs:

• Master of Science in Communication and Economics in Corporate Communication, Lecture, Thematic Area: Crossmedia, Transmedia and Multimodal Communication, Elective, 2nd year
• Master of Science in Communication and Economics in Corporate Communication, Lecture, Thematic Area: Visual and Material Culture, Elective, 2nd year
• Master of Science in Communication and Economics in Marketing and Transformative Economy, Lecture, Thematic Area: Crossmedia, Transmedia and Multimodal Communication, Elective, 2nd year
• Master of Science in Communication and Economics in Marketing and Transformative Economy, Lecture, Thematic Area: Visual and Material Culture, Elective, 2nd year
• Master of Science in Communication in Media Management, Lecture, Thematic Area: Crossmedia, Transmedia and Multimodal Communication, Elective, 2nd year
• Master of Science in Communication in Media Management, Lecture, Thematic Area: Visual and Material Culture, Elective, 2nd year
• Master of Science in Digital Fashion Communication, Lecture, Suggested Elective, Elective, 1st year

Course Information

• Semester: Autumn
• Academic Year: Available
• ECTS: 3.0
• Language: English

Instructors

• Akmeraner Kokat Y., Course Instructor
• Balusseau V., Course Instructor