UEH Standard programs in English (100% English)

(EN) Advertising

Tiếng Anh

BUS503280

3

The Advertising course for undergraduate students aims to provide foundational knowledge and essential skills for students to understand and practice advertising activities in the modern business context. Upon completing the course, students will achieve the following objectives: 1. Basic understanding of advertising: Students will master the concepts, roles, and functions of advertising within an overall marketing strategy. They will also gain a clear understanding of the process of planning and executing advertising campaigns. 2. Development of practical skills: Students will acquire the ability to analyze the market, identify target audiences, and craft effective advertising messages. They will also be equipped with the skills to select appropriate communication channels to optimize campaign effectiveness. 3. Creative and critical thinking: Students are encouraged to generate innovative and unique advertising ideas while applying critical thinking to evaluate the effectiveness of real-world campaigns.

The course content is made up of 3 parts that take place over the course of 9 weeks. The first part is equipped with background knowledge about mass advertising, tools to advertise mass on TV, Radio, Newspapers / magazines, OOH and other media. In this knowledge base, there is also the creative analysis and planning of an advertising campaign. The second part of the course is a project to plan an advertising campaign to increase practicality. In this part, a group of students will choose a specific brand and submit a critical campaign in class. The advertising campaign project is a required part of the learning process. The third part is the exercises to understand and prepare the skills to work in the advertising industry, namely the skills to present an advertising campaign, the skills to pitch and work at an advertising agency.