Students in advertising courses learn about advertising and marketing principles as well as how to create and manage media campaigns. These courses typically include training in the legal, ethical, and social responsibilities of advertisers, as well as ways to engage and communicate with clients and target audiences. Internships are often required for undergraduate degree programs, and there are options for students to specialize in different areas of advertising, such as management.
Advertising students may learn about the following:
- Market analysis formulas and statistics
- Private sector, nonprofit, and government advertising
- Traditional advertising methods vs. modern day strategies
- Connecting advertising strategies and organizational goals
- Moral codes of conduct in advertising
List of Courses
Introductory Advertising Course
In this beginning advertising class, students learn about the history of advertising as well as legal, ethical and social responsibilities in advertising. The course examines restrictions in advertising as well as how advertising affects buyers. Students learn how to communicate with potential clients and customers and explore techniques for reaching a target audience.
Advertising Writing Course
Students conduct research to determine what information can be used when selling products without making false promises. Using specific product information, students create press releases, ads and newsletters to communicate effectively with the target markets. This course prepares students to organize information and make it easy to read and understand. The basics of color theory and design may be incorporated into this course.
Media Planning Course
In this advertising planning course, students develop advertising strategies by analyzing advertising styles used in different mediums, such as TV, radio and print. Students learn methods for creating advertising plans for the media and testing their effectiveness. In advanced courses, students identify their target audiences, such as children, stay-at-home mothers, working parents or teenagers. They then research and develop strategies for marketing products to those groups.
Strategies and Campaigns Course
This advanced course helps students develop advertising and marketing strategies. Students identify a target audience and create ways to sell products to that audience. Through analysis of case studies, magazine ads, TV and radio commercials, newspaper ads and Internet ads, students develop advertising campaigns that can be used by real businesses.
Advertising Management Course
Advertising management courses often provide students with practical experience developing and managing a complete advertising campaign. Instructors provide students with scenarios where they must integrate a full advertising platform for a potential client. Students must understand budgeting, branding, marketing plans, and multimedia advertising, then tie all of these together to build and manage the campaign. Typically this course happens at the end of a degree program, and for some programs this is a senior capstone course.