Certificate Course in Advertising Fundamentals

This course will take a balanced approach to learning about advertising, covering both theoretical concepts and practical applications. The course progresses from foundational knowledge to more advanced topics, culminating in a holistic understanding of the advertising process: 

 

Week 1: Introduction to Advertising (4 hours)  

1. History and evolution of advertising  

2. Role of advertising in marketing  

3. Types of advertising  

4. Current trends in the advertising industry   

 

Week 2: Understanding the Target Audience (4 hours)  

1. Market segmentation  

2. Consumer behavior and psychology  

3. Creating buyer personas  

4. Conducting market research  

 

 Week 3: Advertising Strategy and Planning (4 hours)  

1. Setting advertising objectives  

2. Developing advertising strategies  

3. Media planning and selection  

4. Budgeting and resource allocation  

 

 Week 4: Creative Process in Advertising (4 hours) 

1. Generating creative ideas  

2. Copywriting for different media  

3. Visual design in advertising  

4. Storyboarding for video ads  

 

 Week 5: Digital Advertising (4 hours)  

1. Social media advertising  

2. Search engine marketing (SEM)  

3. Display advertising and retargeting  

4. Email marketing and content marketing   

 

Week 6: Measuring Advertising Effectiveness and Ethics (4 hours) 

1. Key performance indicators (KPIs) in advertising  

2. Analytics and tracking tools  

3. A/B testing and optimization  

4. Ethical considerations in advertising  

 

 

Each week will include:  

Lectures/presentations  

Discussion and Q&A   

Practical exercises or case studies   

Assignments to apply concepts learned  

Guest speakers from the advertising industry  

Analysis of successful advertising campaigns  

 

Note: There will be a final project to create an advertising campaign.