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COURSE DESCRIPTION AND APPLICATION INFORMATION

Course Name Code Semester T+A+L (hour/week) Type (C / O) Local Credit ECTS
Evolution of Advertising ADV 207 Fall 03+00+00 Elective 3 6
Academic Unit: Faculty of Communication
Mode of Delivery: Face to face
Prerequisites: None
Language of Instruction: English
Level of Course Unit: Undergraduate
Course Coordinator: - -
Course Objectives: The students are expected to:
• Expected to develop an understanding about the historical context of advertising.
• To get an awareness about the leading companies in the advertising industry
• Develop an understanding of the founding fathers of the advertising industry
• Be able to engage to the evolution of advertising with millennial consumer
Course Contents: During this course students will learn the evolution and proliferation of advertising sector by analyzing some major historical milestones. Students will develop an understanding about the effects of communication technologies on advertising content, creativity and strategies. Then, they will have an in-depth analysis about the companies, founders and their campaigns Every agency has its own characteristic and they will study on different local and international networks under different Project. Attending this course, students will achieve the learning of the leading agency’s place in the advertising industry and be aware of their client portfolio by examining awarded campaings.
Learning Outcomes of the Course Unit (LO):
  • 1- Ability to understand advertising sector in historical context with integrated extent
  • 2- Ability to learn the differences of each network’s approach to advertising
  • 3- Abilitiy to gain an understanding of every agency’s brand essence, company profile and clients
  • 4- Ability to be able to communicate with at least one contact from an advertising agency
  • 5- Ability to follow sectoral changes due to customer and trends
Planned Learning Activities and Teaching Methods: The course consists of 3 basic modules. These are: 1. Origins and historical development of Branding (measured by an assignment) 2. Fathers of advertising: Ogilvy, Burnett, Bernbach (measured by an assignment) 3. New Generation Advertising (measured by quiz) Classes will take the form of a lecture, and then tutorials will be in the format of in depth discussions and/or group presentations followed by discussion. Overall, presentations will be graded 10% and the class exercises is for 30% The rest of the overall grade, 60%, then covered by the projects. Projects consist of a presentation of an agency: A brief history of founder, client portfolio, major print ads of the agency, major tv and internet ads, Recent awarded campaign and Advertising Contest degree and an interview made with employee


WEEKLY SUBJECTS AND RELATED PREPARATIONS

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REQUIRED AND RECOMMENDED READING

All the required/recommended readings will be provided in the form of digital/reserve course reader (available at KHASLearn and/or KHAS Information Center)


OTHER COURSE RESOURCES



ASSESSMENT METHODS AND CRITERIA

Semester RequirementsNumberPercentage of Grade (%)
Attendance / Participation 12 -
Practice / Exercise 2 20
Project 3 60
Course Specific Internship 2 20
Total: 19 100


WORKLOAD

EventsCountDuration (Hours)Total Workload (hour)
Course Hours14342
Practice / Exercise2918
Project32060
Preparation for Presentation / Jury31030
Total Workload (hour):150


THE RELATIONSHIP BETWEEN COURSE LEARNING OUTCOMES (LO) AND PROGRAM QUALIFICATIONS (PQ)

# PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ9 PQ10
LO1                    
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LO5