coursedescription AD 3101 Principles of Marketing Communication 3

Document Sample
coursedescription AD 3101 Principles of Marketing Communication 3 Powered By Docstoc
					                                                                                              coursedescription      



 AD 3101       Principles of Marketing Communication                                                3 credits
 Prerequisite: MKT 2280 Principles of Marketing

A study of the general characteristics of communication and process of marketing communication by analyzing
the structure, principles and relations of advertising, public relations, sales promotion, sales personnel and inde-
pendent marketing. This course provides a base for study of marketing at a higher level.

 AD 3102          Advertising Media Planning                                                        3 credits
 Prerequisite:    MKT 3530 Consumer Behavior

A study of media selection focusing on the quality and benefit of media suited to the purpose, types of target audi-
ence, timing and media cost in buying efficiently, including a survey of strategies of advertising media planning, cre-
ative media purchase, evaluation of assessment, frequency, and rates to reach the target audience, and market
share.

 AD 3103         Advertising Creative Strategy                                                      3 credits
 Prerequisite:   MKT 3530 Consumer Behavior

A study in planning of communication management and the creation of advertisement for print, radio and televi-
sion broadcasting, the development of advertising from definition to the creation of the advertising strategy, from
creative strategy to advertising execution with emphasis on print, radio, television, film and poster.


 AD 3106         Art Direction                                                                      3 credits

A study of art direction; it is for students to develop basic art skills and its impact in terms of color combination,
layout format, typography and visual composition in both print and TV on effective advertising.

 AD 3111         Interactive Advertising                                                            3 credits
 Prerequisite:   CA 2004 Introduction to Advertising

A study in interactive advertising is designed to help students identify and analyze interactive models. Students will
be able to understand the method to utilize the new media to gain interactivity which is an enhancement to the
involvement the consumers have in advertising.

 AD 4107         Basic Copywriting (Thai)                                                           3 credits
 Prerequisite:   AD 3101 Principles of Marketing Communication

A study of copywriting in Thai through analyzing the effectiveness of advertisements in the media, significant char-
acteristics of advertisements appropriately applied, and practice in the art of copywriting in Thai.

 AD 4108         Basic Copywriting (English)                                                       3 credits
 Prerequisite:   AD 3101 Principles of Marketing Communication

A study of copywriting in English through analyzing the effectiveness of advertisements in the media, significant
characteristics of advertisements appropriately applied, and practice in the art of copywriting in English.

 AD 4109        Advertising Management                                                             3 credits
 Prerequisites: AD 3102 Advertising Media Planning
                AD 3103 Creative Strategy in Advertising
    coursedescription



A study of the management of personal and non-personal communication in the marketing process; it will develop
students knowledge in the area of advertising. This course is an overview of the functions of the advertising agency
and the advertising departments of large business firms. The course emphasizes accounts management and
advertising campaign planning; billing procedures, income sources, costing techniques, internal operations, per-
sonnel policies; media strategy formulation and selections. This course will also provide advertising presentation,
operation and measurement of advertising effectiveness.

 AD 4110        Marketing Services                                                               3 credits
 Prerequisites: CA 2004 Introduction to Advertising
                MKT 2280 Principles of Marketing

A study of the role, duties and responsibilities of the marketing services of the advertising agency, advertising
management, sales promotion, product management, direct sales and sales profit, focusing on the advertising of
market services.

 AD 4112          Brand Communication                                                             3 credits
 Prerequisite:    AD 3101 Principles of Marketing Communication

The concept of integrated selling strategies and how these strategies logically lead to execution in various forms of
message delivery systems. The key is the establishment of the value of the brand. Through case studies of specific
business cases, students develop insights into potential buyer segments and develop rationales for the most effec-
tive way to reach buyers. Students not only offer solutions to cases but also explore ways to measure the impact
of each technique and medium used.


 AD 4113          Customer Relationship Management                                               3 credits
 Prerequisite:    AD 3101 Principles of Marketing Communication

The theory and practice of direct, database and e-commerce marketing strategies and their application to e-
commerce environments. Consumer and business-to-business marketing, integrating online and offline marketing
strategies, and the management of customer relationships to increase their lifetime value.


 AD 4600          Seminar in Advertising                                                         3 credits
 Prerequisite:    AD 4602 Students Only

A study of facts and conditions relating to problems in advertising in the past and present with emphasis on the
activities in Thailand, including concepts of prominent advertising agencies for application in business. Students
will be trained to analyze problems and propose solution to the problems.

 AD 4601          Advertising Workshop I                                                          3 credits
 Prerequisites:   AD 3101 Principles of Marketing Communication
                  CA 3011 Communication Arts Research

A training in advertising planning through the study of marketing trends, analysis of data, planning of marketing
promotion. This course encourages students to choose their own topics under the supervision of the instructor.

 AD 4602        Advertising Workshop II                                                           3 credits
 Prerequisites: AD 4601 Advertising Workshop I
                                                                                          coursedescription   



                CA 3011 Communication Arts Research

Continuing study in higher level producing advertisements based on the advertising strategy.