Course Description

Course Name

Understanding Advertising

Session: VSOS3221

Hours & Credits

3 Credits

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


Course objectives
This course is designed as a comprehensive introduction to the principles and practices of advertising and integrated brand promotion (IBP). The role of these persuasive communication tools within the total marketing effort is stressed. Advertising and IBP are presented and examined as (1) an element in our social system; (2) a business system; (3) an art and communication form; and, (4) a science. The materials presented in class will supplement our textbook. The ultimate goal of this course is to provide students with a sound understanding of the dynamic processes of IBP planning, execution, and effects with a focus on advertising and allow them to acquire the ability to apply the knowledge to real-world cases.

Required textbook
O’Guinn, Allen, and Semenik (2015), Advertising and Integrated Brand Promotion (7th edition), Cincinnati, OH: South-Western Cengage Learning.
* The international student edition of the textbook (paperback) is available at UNISTORE

*Course content subject to change