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1. Firstly, the different stages of creating an advertising campaign are explained to students: strategic analysis of advertising, selection of an advertising agency, the creative brief, the selection of media,' |
This course is based on the one hand on the basic concept of integrating an advertising campaign within the overall strategy of a company or an association (what are the targeted segments, what's the message, how to get this message across), including the concepts of customer'agency relationships; and on the other hand on the process of creating marketing campaigns.
On completion of this course, students should have mastered the process of creating a marketing campaign from start to finish.
The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
Continuous assessment
- Lectures
- Group work
- Partnership with an advertising agency
- DE PELSMACKER P., GEUENS K., VAN DEN BERGH J. (2010), Marketing Communications:A European Perspective.4th Ed, Prentice Hall.
- TELLIS G.J., AMBLER T. (2008), The Sage Handbook of Advertising, Sage Ltd.
