ADVT71-102: Advertising Masterclass

In this subject, you are introduced to current industry trends and issues facing brands, marketing departments and advertising agencies today. It explores advertising as a form of brand-driven promotional communication by examining a range of theories and practical tools used in the context of commercially-driven customer engagement. It also considers advertising in the context of ‘brand activism’ and social marketing, which aims to deliver goods, ideas and services for positive social outcomes. You will learn how to formulate effective, engaging brand communication based on insights into human behaviour and behaviour change as well as an understanding of the measures employed in auditing the performance of these promotional campaigns and programs. The subject will also address critical perspectives and ethical issues arising from this increasing entanglement of commercial interests and the social good and prepare you for further studies in this area.