Class Theory of Advertising

The Advertising Theory module aims to familiarise students with the key concepts that characterise the current advertising ecosystem.

Not applicable

> History of Advertising. > Advertising ecosystem: advertising glossary (concepts, definitions, campaign case studies). > Who is involved in the process? (advertiser; agency; media; platforms; creators; consumers). > Traditional media + digital media. > Media convergence. > Omnichannel advertising. > Contemporary trends: User-Generated Content (UGC).

The course unit will be conducted through a project-based learning (PBL) methodology. This pedagogical approach is student-centered and promotes the development of skills through practical and interdisciplinary projects. Students will be challenged to solve fictitious problems inspired by real situations, applying theoretical concepts in practical contexts. The methodology also involves developing skills such as collaboration, autonomy and critical thinking, while encouraging research, creativity and decision-making, in order to prepare students for future challenges in professional contexts.

Juska, J. M. (2022). Integrated marketing communication: Advertising and promotion in a digital world (2nd ed.). Routledge. Kitchen, P. J., & Tourky, M. E. (2022). Integrated marketing communications: A global brand-driven approach (2nd ed.). Palgrave Macmillan. Landa, R. (2021). Advertising by design: Generating and designing creative ideas across media (4th ed.). Wiley. Mogaji, E. (2021). Introduction to advertising: Understanding and managing the advertising process. Routledge. Moriarty, S., Mitchell, N., Wood, C., & Wells, W. (2021). Advertising & IMC: Principles and practice (11th ed.). Pearson.