NATIVE ADVERTISING (2 Credits)

Learning Outcomes:

On successful completion of this course, students will be able to: LO1 – Identify concepts of advertising as part of IMC program; LO2 – Explain components to create creative native ads; LO3 – Apply native advertising plan for corporate and brand campaigns.

Topics:

1. An Introduction to Integrated Marketing Communications;
2. Perspectives On Consumer Behavior;
3. Creative Strategy: Planning & Development;
4. Creative Strategy: Implementation & Evaluation;
5. The Theories Behind the Message;
6. Creative Elements in Advertising 1;
7. Creative Elements in Advertising 2;
8. Advertising Sharing the Message;
9. Native Advertising: Data and Facts;
10. Native Advertising: Formats;
11. Native Advertising in Practice;
12. Developing the Media Plan;
13. Evaluating and Measuring Media Planning and Buying.