Seoul, South Korea
Area of Study
Advertising, Business, Business Management
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
Marketing communications are the means by which firms inform, persuade, and remind
consumers about their brands which are viewed as one part of the overall marketing mix.
The goal of marketing communications is to convey meanings to the relevant consumer
audience in order to build a strong brand value. Designing an effective marketing
communications mix involves moving the target customer from their current knowledge
state about the brand values to the state desired by the firm.
This course is designed to help students learn how to design an integrated marketing
communication plan to build brand values. Students will learn to develop an effective
advertising campaign as part of an integrated marketing communications program and also
learn to design and evaluate different communication plans in achieving the desired
objectives of the firm.
The specific objectives of this course are to:
- Present the important issues in planning and evaluating integrated marketing communications
- Introduce appropriate theories, models and other tools to plan, develop, and evaluate marketing communications
- Provide an integrated perspective on making marketing communications decisions
Recommended (not required):
- Strategic Advertising Management, by Larry Percy & Richard Elliott, 3rd Edition, Oxford University Press.
Courses and course hours of instruction are subject to change.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.