Introduction to Advertising

Hanyang University

Course Description

  • Course Name

    Introduction to Advertising

  • Host University

    Hanyang University

  • Location

    Seoul, South Korea

  • Area of Study

    Advertising, Marketing

  • Language Level

    Taught In English

    Hours & Credits

  • Credits

    3
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    0
  • Overview

    This course covers essential topics related to advertising as business tool and social
    phenomenon.

    Week 1
    Day 1 Introduction to the world of advertising
    Day 2 Advertising: Definition and Roles
    Day 3 Brand Communication
    Day 4 How Brand Communication Works

    Week 2
    Day 1 Segmenting and Targeting the Audience
    Day 2 Strategic Research
    Day 3 Strategic Planning
    Day 4 Midterm Exam

    Week 3
    Day 1 Creative Thinking and Storytelling Ideas
    Day 2 The Creative Side of Advertising
    Day 3 Media Basics
    Day 4 The Principles and Practice of IMC

    Week 4
    Day 1 Evaluating IMC Effectiveness
    Day 2 Current Advertising Trends
    Day 3 Final Exam
    Day 4 Future of Advertising

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