This course concentrates on creating an understanding of globalization, international markets, marketing across borders, global advertising and Integrated Marketing Communication strategies worldwide. SU advertising majors may count this course toward an Emphasis in Advertising curriculum. SU students may not earn credit for both this course and ADV 300 (Comparative Cultural Case Studies in Advertising) taught at the SU London Centre. (ADV 4632)
ADV280.1 Global Advertising
ADV206 Advertising Practice in a Diverse Society (Spring
This course introduces students to the practice of advertising, studying how this complex, symbiotic communications business works: the industry as a whole including regulation and ethical standards; advertising agencies and their internal structure; relating with clients and their customers’ needs in terms of conceptualisation and research; and advertising itself, comparing and contrasting examples from the US, UK and other countries. While the course will cover the basics of traditional media, it will also focus on non-traditional vehicles such as word of mouth, social media and shopper marketing. The course builds up to the creation of an integrated ad campaign for a major international brand. The project will be done in small groups competing with one another, from a real client brief, facilitated by industry professionals, and leading to a final presentation. For communications majors and non-majors.
Syracuse students may not receive credit for both ADV 201 and ADV 206.
Satisfies Shared Competencies:
- Critical and Creative Thinking
- Ethics, Integrity, and Commitment to Diversity and Inclusion