Advertising & Marketing Communications course teaches students how to design effective and persuasive advertising and marketing communication campaigns based on extensive research, appropriate media selection, and creative strategy.
 

It includes lectures, group activities, and simulations to help students understand how to apply theory to practice. Through these activities, students can deepen their knowledge of marketing research and communication strategies, gaining valuable skills that will benefit them in their future careers. This course also allows us to learn from industry professionals through guest speakers.

Mr. Vaughan Ryan, Managing Director, E-commerce, APAC for NielsenIQ, was invited to speak as a guest speaker this time. He discussed the "Changing Landscape of Marketing Research for Consumer Insight and Communication."
 

In his speech, he discussed the changes in market research techniques and solutions. He emphasized the rise of marketing mix modeling techniques based on big-data analytics that allows firms to target consumers at the right time with the right content. He also discussed the rise of omnichannel retailing and programmatic advertising.
 

We gained a practical understanding of the latest advancements in market research techniques, effective communication strategies, and emerging trends in advertising. As this course is intensive, there are only five lectures, but each lecture is very impressive, and we can study a lot because of its in-depth and practical content.