Understanding Advertising

Korea University

Course Description

  • Course Name

    Understanding Advertising

  • Host University

    Korea University

  • Location

    Seoul, South Korea

  • Area of Study

    Advertising, Communication

  • Language Level

    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.

    Hours & Credits

  • Credits

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

    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 Disclaimer

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.