Home Programmes Undergraduate Degree MC224-Bach. of Mass Comm. (Hons) (Advertising)
MC224-Bach. of Mass Comm. (Hons) (Advertising) PDF Print E-mail
Written by Shahnon   
Tuesday, 09 June 2009 11:23

Introduction

Advertising is an important part of the marketing effort of any organization. The role of advertising is to differentiate the product or brand from others, to inform, and to persuade customers to buy the product, by using all channels of mass media.

This programme covers the three important aspects of advertising: creative development, media planning and client servicing. It also covers the purpose and functions of advertising to an advertiser, advertising agency and media owners.

Programme Details

This three – year programme adopts a professional approach to advertising, providing theoretical background and practical knowledge. Students are exposed to the principles of advertising and persuasion, the art of writing copy and script for the print and electronic media, storyboarding work, marketing, understanding the strengths and limitations of the various media and computer technology applications. The programme is designed to encourage creativity and innovation through critique sessions, proposal writing, and deliberations as students present their creative and mass media recommendation to the class.

Courses Offered

Principles of Advertising
International Advertising
Marketing Research
Advertising Copywriting
Consumer Behaviour
Approaches to Creative Advertising
Special Topics in Advertising
Media Planning
Advertising Management
Interactive Advertising
Advertising Campaign
Sales Promotion Management
Advertising Ethics & Regulations

Course Outline

SEMESTER 1
CO-CURRICULUM I
ISLAMIC AND ASIAN CIVILIZATION
PSYCHOLOGY
INTRODUCTION TO COMMUNICATION AND MEDIA STUDIES
NEWS WRITING AND REPORTING
PHOTO COMMUNICATION
PRINCIPLES OF ADVERTISING
ONE ELECTIVE COURSE

SEMESTER 2
CO-CURRICULUM II
PRINCIPLES OF TRANSLATION
MARKETING COMMUNICATION
EFFECTIVE SPEAKING
SOCIOLOGY
GRAPHIC AND CREATIVE DESIGN
ONE ELECTIVE COURSE

SEMESTER 3
THIRD LANGUAGE I
CO-CURRICULUM III
BUSINESS AND PROFESSIONAL COMMUNICATION
ETHNIC RELATIONS
COMMUNICATION THEORY
COMMUNICATION AND RESEARCH METHODS
ADVERTISING COPYWRITING
CONSUMER BEHAVIOUR
ONE ELECTIVE COURSE

SEMESTER 4
THIRD LANGUAGE II
MEDIA LAW, REGULATION AND ETHICS
MEDIA PLANNING
CREATIVE STRATEGY IN ADVERTISING
INTERACTIVE ADVERTISING
ONE ELECTIVE COURSE

SEMESTER 5
THIRD LANGUAGE III
SCIENTIFIC TECHNIQUES IN COMMUNICATION RESEARCH
MASS MEDIA AND SOCIETY
POLITICAL COMMUNICATION
ADVERTISING MANAGEMENT
ADVERTISING CAMPAIGN
GLOBAL ADVERTISING AND BRANDING

SEMESTER 6
ACADEMIC WRITING
PRACTICAL TRAINING

Career Opportunities


Graduates can expect to joint the workforce as account executive, copywriter, media planners of advertising agencies and media specialist firms and marketing executives in media organizations.
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