This course acquaints students with advanced training on the development and execution of advertising projects through creative and motivating communication, strategic planning and effective assessment. The emphasis is on providing students opportunities to engage in a real-life advertising context, and to connect theories with practice in developing creative and effective strategies in advertising.

CILO-1: Identify the structure and style for different types of advertising, and describe the key characteristics that distinguish each execution. CILO-2: Evaluate recent global and regional comprehensive integrated advertising campaigns that were driven by digital technologies. CILO-3: Recognize the process required to analyze a market situation, including selecting target segments, setting up communication objectives, formulating strategies, designing creative components, and developing an effective media plan. CILO-4: Generate a real-life integrated advertising campaign, using both traditional and new media. CILO-5: Write a complete plans book with a given budget, and deliver a sound campaign presentation to clients.