Digital Advertising Management

Description

The Intended Learning Outcomes of this course are categorized under the following four headings: 1. Knowledge and understanding 2. Intellectual skills 3. Professional and practical skills 4. General and transferable skills Throughout this course students should acquire the competencies listed under each heading as follows. On completion of this course, students will be able to: 1.1 Understand and gain awareness of what advertising management entails 1.2 Obtain foundational knowledge of the diversity of management-oriented thinking 1.3 Demonstrate awareness of research as a source of contested and debatable knowledge 1.4 Recognize the impacts on social and environmental sustainability as essential to fully understand advertising practices 1.5 Understand the importance of identifying customer motivations for effective ad messages On completion of this course, students will be able to: 2.1 Approach problems systematically and use appropriate decision-making tools 2.2 Consider long term consequences of advertising-related business decisions 2.3 Autonomously and collaboratively analyze, evaluate, synthesize, and apply knowledge in a timely manner from a wide inquiry of a variety of sources 2.4 Develop the ability to make appropriate use of business concepts in the advertising business 2.5 Analyze and evaluate advertisements effectiveness 2.6 Evaluate effective advertising strategies and tactics On completion of this course, students will be able to: 3.1 Manage the creation and execution of advertising strategy 3.2 Communicate effectively and be competent in the use of technical advertising tools of analysis 3.3 Set goals and objectives, and plan budget and media 3.4 Design creative programs and assess effectiveness 3.5 Create effective messages and make efficient use of the media 3.6 Understand consumers motivations and how to address them On completion of this course, students will be able to: 4.1 Critique one’s own work and develop the ability to provide constructive feedback for other’s work based on critical evaluation 4.2 Demonstrate research and research planning abilities 4.3 Develop critical thinking skills 4.4 Decision-making and leadership skills 4.5 Problem solving skills

Program

Media**

Objectives

• This course highlights adherence to the principle that in a free society any business, especially the advertising enterprise, must be responsibly and efficiently managed. Therefore, the content of this course emphasizes on the need for management illustrating how the nature of such management should be like in the advertising industry. It examines the organizational environments, corporate social responsibility, and ethics. The course also addresses the four functions of management: planning and decision making, organizing, leading and motivating, and controlling. The course examines the different ways to manage the use of advertising forms; including traditional broadcast and print as well as digital, mobile and social media advertising. Discussion regarding how this help solve business problems and achieve long-range goals are included.