Prerequisites: Restricted to MS in Digital Advertising Students.
In this Advertising Campaigns class, students will explore the profound impact of rapidly evolving technologies on modern advertising practices. The course examines how changing media consumption behaviors have transformed consumer journeys from linear patterns to complex, interconnected experiences driven by micro-moments and personal intents.
Students will critically analyze traditional advertising agency models, identifying why many long-standing practices are becoming obsolete in today's digital landscape. The class will challenge participants to rethink creative processes and develop innovative approaches that align with current market demands and communication goals.
Through collaborative projects and discussions, students will work to bridge the gap between conventional advertising wisdom and the realities of the digital age. The course emphasizes the need for original thinking and adaptability in crafting effective campaigns that resonate across various touchpoints in consumers' lives.
Outcomes: Analyze the impact of changing technologies on consumer behavior and media consumption patterns; Evaluate traditional advertising models and identify areas for innovation in the digital age; Develop strategies to engage consumers across multiple touchpoints throughout their non-linear consumer journey; Create data-driven, intent-based advertising campaigns that resonate with target audiences in their micro-moments; Design integrated campaigns that seamlessly blend traditional and digital advertising approaches; Apply critical thinking skills to assess and adapt campaign strategies in response to rapidly changing market conditions.
In this Advertising Campaigns class, students will explore the profound impact of rapidly evolving technologies on modern advertising practices. The course examines how changing media consumption behaviors have transformed consumer journeys from linear patterns to complex, interconnected experiences driven by micro-moments and personal intents.
Students will critically analyze traditional advertising agency models, identifying why many long-standing practices are becoming obsolete in today's digital landscape. The class will challenge participants to rethink creative processes and develop innovative approaches that align with current market demands and communication goals.
Through collaborative projects and discussions, students will work to bridge the gap between conventional advertising wisdom and the realities of the digital age. The course emphasizes the need for original thinking and adaptability in crafting effective campaigns that resonate across various touchpoints in consumers' lives.
Outcomes: Analyze the impact of changing technologies on consumer behavior and media consumption patterns; Evaluate traditional advertising models and identify areas for innovation in the digital age; Develop strategies to engage consumers across multiple touchpoints throughout their non-linear consumer journey; Create data-driven, intent-based advertising campaigns that resonate with target audiences in their micro-moments; Design integrated campaigns that seamlessly blend traditional and digital advertising approaches; Apply critical thinking skills to assess and adapt campaign strategies in response to rapidly changing market conditions.