STC 3380 FOUNDATIONS OF ADVERTISING AND BRAND COMMUNICATIONS
Advertising is the creative expression of a brand’s messaging that seeks to influence consumers. This course studies the strategic foundation and methods used in creating advertising for digital, and legacy media. Topics include history, ethics, diversity of audiences, contributions to building economic value, and the global spread of advertising. Advertising’s role in building strong brands is a foundation of this class, segueing into other areas such as advertising agency function, communications research, experiential branding, and digital media planning and placement.
Course Outcomes
- Explain how strategic decisions, including those decisions related to diversity, equity, and inclusion, enable advertisements to reach diverse domestic and global audiences.
- Engage in research and analysis and apply demographic and psychographic techniques to the creation of advertising messages that are culturally appropriate and aware of diversity, equity, and inclusion.
- Use theories in producing media content for designing advertising messages.
- Critically evaluate the social effects of advertising and political, social and consumer messages.
- Understand the rapidly evolving digital communications landscape and how is it driving change in advertising and brand communications
- Grasp the fundamentals of developing and nurturing strong brands
- Gain a perspective on global/international advertising and branding
- Reinforce the importance of timeliness, accuracy, and detail orientation to success in business