Introduction To Advertising

AY2022/2023 Semester 1

This is a general education elective course that will introduce you to the principles and practices of advertising including marketing communication and public relations. You will learn about the sources of change and trends in the industry; the business of advertising management; the application of media strategy and the nature of consumer behaviour; socio-economic implications as well as media ethics. Local examples shall be used to illustrate the development in this evolving business practice. This course covers the principles and practices of advertising. It also covers related aspects of marketing communications and public relations. Students will learn about the sources of change and trends in the industry, the business of advertising management, the application of media strategy and the nature of consumer behavior, socio-economic implications as well as media ethics.