MKT 258 Introduction to Advertising Study + Internship in Prague Program Spring 2017 Semester

Upon successful completion of this course, students will have a basic understanding of the purpose, principles, and practice of advertising both as an independent discipline and as an integrated part of the complete marketing mix. A contemporary overview of advertising concepts as well as local and international business advertising environments will be assessed using practical case studies. All theory concerning advertising strategy, marketing research as well as the other main promotional mix tools will be applied in practice and explained how they are interlinked. It will be emphasized that each student has and will come into contact with advertising techniques throughout his or her life and that understanding this field will be to one's benefit even though he or she may not use it directly in his or her field of work.

The course will provide students with an understanding of the purpose of creative advertising, building a communication around marketing strategies, understanding the process of building a strong brand and learning practically all the building steps for an effective final creative campaign. Students will gain practical knowledge and experience through real advertising projects. Stress will be put on learning strategic thinking skills and developing own creative ideas using methods used by professionals in advertising.

*Please note: In the Spring term, this course is predominantly taken by CEA students.