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Higher Education course in Advertising

Duration

4 months

Credits

2,4 ECTS

Price

180€

Language

English

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YOUR HIGHER EDUCATION PROGRAM INCLUDES:​

  • Higher Education Course in Advertising
  • Access the syllabus from the first day
  • Contact with tutors from Monday to Saturday
  • Access to our exclusive job opportunities
  • Networking at ENEB Community

INTRODUCTION

The Higher Education Course in Advertising will provide students with all the knowledge necessary to put into practice the theory acquired to grow a brand.
During this course, we will try to explain the communicative process that takes place so that a company can transmit a message to a target audience and thus achieve the ultimate goal of advertising: sell.
What is advertising ? What are its origins? How should we develop a campaign? What is the future of advertising? We will delve into all this and lay the foundations of the world of advertising, marking the road map so that the student can carry out an advertising work in a professional manner. 

The adman and its strategic function to achieve the success of a product and make customers perceive that, as Henry Ford’s appointment, advertising should not be understood as an expense but as an investment.
Besides, throughout this course, the student will be prepared to face all the new online and offline challenges that arise in a changing and dynamic society. 

We will show you how to reach the maximum possible public and how to make a brand or company be promoted in the best possible way from abroad. Throughout the course, they will put into practice different creative projects in which you will apply the most effective methods of various forms of advertising.

JOB OPPORTUNITIES

ENEB is recognized by the most prestigious companies in different sectors. Its training programs, adapted to the current reality of the working world, allow students to grow professionally and climb their career ladder in any company.

When our students finish the Higher Education Course in Advertising, they can sign up for our Job Opportunities List, as ENEB has agreements with major business firms dealing with students’ placement in different professional sectors.

CERTIFICATION

Upon completion of the Higher Education Course in Advertising, the student will receive the following diploma issued by ENEB and the Universidad Isabel I:
– Higher Education Course in Advertising

The Higher Education Course in Advertising has the following objectives:

  • Understand and know the origin of advertising and its evolution to what it is today.
  • Offer a comprehensive vision of the fundamentals of advertising, concepts, definitions, key elements, etc.
  • Know the key steps for planning and developing a campaign.
  • Learn to do research work and know the techniques.
  • Master the means at your disposal and use them strategically.
  • Enter the market research, allowing us to decide according to the needs of the same.
  • Know the consumer and the target audience.
  • Achieve a substantial increase in sales and business development.
  • Know the evolution of advertising from its origins to 2.0.
  • Understand the communicative process and the fundamental elements in the advertising action.
  • Interpret a briefing and plan an advertising campaign.
  • Develop a media strategy and understand the advantages and disadvantages of each platform.
  • Analyse what services an advertising agency offers.
  • Know the psychology of consumers and the creative ways to seduce them.
  • Understand the role of new advertising, alternatives to conventional media and develop campaigns through the Internet.

SYLLABUS

The Higher Education Course in Advertising has the following syllabus:

Module 1. Introduction to Advertising

1.1 What Is Advertising?
1.2 History of Advertising
1.3 Speaking Channel
1.4 Writing Channel
1.5 the Arrival of Printing
1.6 the Industrial Revolution
1.7 Affichiste or Posterism
1.8 19th and 20th Centuries
1.9 Media
1.10 Evolution of Advertising
1.11 10 Big Admen

Module 2. Advertising Basis

2.1 Marketing and Advertising
2.2 Sender/issuer
2.3 Receiver
2.4 Message
2.5 Other Communication Elements
2.6 Purpose of Advertising
2.7 Types of Advertising
2.8 Brand Name
2.9 Visual Identity
2.10 Brand Name vs Brand Image
2.11 Packaging
2.12 Advertising Agencies
2.13 Types of Advertising Agencies
2.14 Departments
2.15 Presentations

Module 3. Development of the Campaign

3.1 Not Planning Is Planning Failure
3.2 the Briefing
3.3 Example of Briefing
3.4 Research Work
3.5 Research Techniques
3.6 Swot Analysis
3.7 Goals
3.8 the Message
3.9 the Slogan
3.10 Creative Decalogue of Luis Bassat
3.11 Media Strategy
3.12 Television
3.13 Radio
3.14 Press
3.15 Magazines
3.16 Cinema
3.17 Outdoor Advertising

Module 4. Consumers and Advertising Psychology

4.1 the Recipient in Advertising
4.2 Characteristics of the Target Audience
4.3 Purchase Decision
4.4 Types of Products
4.5 the Maslow Pyramid
4.6 Creative Paths
4.7 Motivation Theory
4.8 Advertising Legislation
4.9 Self-regulation
4.10 Code of Conduct

Module 5. The New Advertising

5.1 Advertising 2.0
5.2 Advantages
5.3 Disadvantages
5.4 Web Positioning
5.5 Google Adwords Campaign
5.6 Online Advertising Formats
5.7 Viral Videos
5.8 Non-conventional Means of Communication
5.9 Did You Know…
5.10 the Future of Advertising
5.11 Farewell
5.12 When to Take My Name Off the Door

Module 6. Case Study

DISTANCE LEARNING METHOD

In order to facilitate combining personal and professional life, all our training programs are carried out entirely online. Thus, students can access the whole training content through our Virtual Campus. It’s our main platform that allows our students to study from anywhere in the world and at any time. All evaluations and final works are also submitted online.
Once enrolled, our students have access to the Virtual Campus where they can find all necessary academic resources, establish a permanent communication with other students and teachers, gain access to discussion forums, take the English Business course, among many other possibilities.

EVALUATION

Consistency is one of the key aspects in the training plan. By means of self-assessments provided through the Virtual Campus, our students will be able to reinforce the acquired knowledge. In order to pass all the subjects, it is essential to submit a final paper for each of them. When our team of tutors have evaluated the final work, the student will be able to see their final mark in the Virtual Campus. In addition, a document explaining in detail all points of their final work will be sent to their email.
In the evaluation, our tutors assess the following aspects:

  • Presentation, design, visual richness and spelling.
  • Development of the topic, complexity of the statement, logic and consistency with the results obtained in the case study.
  • Added value in the analysis and development of the proposed case.
  • It needs to be pointed out that the self-assessments and final paper must be given a minimum grade of 5 to pass.

INTRODUCTION

The Higher Education Course in Advertising will provide students with all the knowledge necessary to put into practice the theory acquired to grow a brand.
During this course, we will try to explain the communicative process that takes place so that a company can transmit a message to a target audience and thus achieve the ultimate goal of advertising: sell.
What is advertising ? What are its origins? How should we develop a campaign? What is the future of advertising? We will delve into all this and lay the foundations of the world of advertising, marking the road map so that the student can carry out an advertising work in a professional manner. 

The adman and its strategic function to achieve the success of a product and make customers perceive that, as Henry Ford’s appointment, advertising should not be understood as an expense but as an investment.
Besides, throughout this course, the student will be prepared to face all the new online and offline challenges that arise in a changing and dynamic society. 

We will show you how to reach the maximum possible public and how to make a brand or company be promoted in the best possible way from abroad. Throughout the course, they will put into practice different creative projects in which you will apply the most effective methods of various forms of advertising.

JOB OPPORTUNITIES

ENEB is recognized by the most prestigious companies in different sectors. Its training programs, adapted to the current reality of the working world, allow students to grow professionally and climb their career ladder in any company.

When our students finish the Higher Education Course in Advertising, they can sign up for our Job Opportunities List, as ENEB has agreements with major business firms dealing with students’ placement in different professional sectors.

CERTIFICATION

Upon completion of the Higher Education Course in Advertising, the student will receive the following diploma issued by ENEB and the Universidad Isabel I:
– Higher Education Course in Advertising

The Higher Education Course in Advertising has the following objectives:

  • Understand and know the origin of advertising and its evolution to what it is today.
  • Offer a comprehensive vision of the fundamentals of advertising, concepts, definitions, key elements, etc.
  • Know the key steps for planning and developing a campaign.
  • Learn to do research work and know the techniques.
  • Master the means at your disposal and use them strategically.
  • Enter the market research, allowing us to decide according to the needs of the same.
  • Know the consumer and the target audience.
  • Achieve a substantial increase in sales and business development.
  • Know the evolution of advertising from its origins to 2.0.
  • Understand the communicative process and the fundamental elements in the advertising action.
  • Interpret a briefing and plan an advertising campaign.
  • Develop a media strategy and understand the advantages and disadvantages of each platform.
  • Analyse what services an advertising agency offers.
  • Know the psychology of consumers and the creative ways to seduce them.
  • Understand the role of new advertising, alternatives to conventional media and develop campaigns through the Internet.

SYLLABUS

The Higher Education Course in Advertising has the following syllabus:

Module 1. Introduction to Advertising

1.1 What Is Advertising?
1.2 History of Advertising
1.3 Speaking Channel
1.4 Writing Channel
1.5 the Arrival of Printing
1.6 the Industrial Revolution
1.7 Affichiste or Posterism
1.8 19th and 20th Centuries
1.9 Media
1.10 Evolution of Advertising
1.11 10 Big Admen

Module 2. Advertising Basis

2.1 Marketing and Advertising
2.2 Sender/issuer
2.3 Receiver
2.4 Message
2.5 Other Communication Elements
2.6 Purpose of Advertising
2.7 Types of Advertising
2.8 Brand Name
2.9 Visual Identity
2.10 Brand Name vs Brand Image
2.11 Packaging
2.12 Advertising Agencies
2.13 Types of Advertising Agencies
2.14 Departments
2.15 Presentations

Module 3. Development of the Campaign

3.1 Not Planning Is Planning Failure
3.2 the Briefing
3.3 Example of Briefing
3.4 Research Work
3.5 Research Techniques
3.6 Swot Analysis
3.7 Goals
3.8 the Message
3.9 the Slogan
3.10 Creative Decalogue of Luis Bassat
3.11 Media Strategy
3.12 Television
3.13 Radio
3.14 Press
3.15 Magazines
3.16 Cinema
3.17 Outdoor Advertising

Module 4. Consumers and Advertising Psychology

4.1 the Recipient in Advertising
4.2 Characteristics of the Target Audience
4.3 Purchase Decision
4.4 Types of Products
4.5 the Maslow Pyramid
4.6 Creative Paths
4.7 Motivation Theory
4.8 Advertising Legislation
4.9 Self-regulation
4.10 Code of Conduct

Module 5. The New Advertising

5.1 Advertising 2.0
5.2 Advantages
5.3 Disadvantages
5.4 Web Positioning
5.5 Google Adwords Campaign
5.6 Online Advertising Formats
5.7 Viral Videos
5.8 Non-conventional Means of Communication
5.9 Did You Know…
5.10 the Future of Advertising
5.11 Farewell
5.12 When to Take My Name Off the Door

Module 6. Case Study

DISTANCE LEARNING METHOD

In order to facilitate combining personal and professional life, all our training programs are carried out entirely online. Thus, students can access the whole training content through our Virtual Campus. It’s our main platform that allows our students to study from anywhere in the world and at any time. All evaluations and final works are also submitted online.
Once enrolled, our students have access to the Virtual Campus where they can find all necessary academic resources, establish a permanent communication with other students and teachers, gain access to discussion forums, take the English Business course, among many other possibilities.

EVALUATION

Consistency is one of the key aspects in the training plan. By means of self-assessments provided through the Virtual Campus, our students will be able to reinforce the acquired knowledge. In order to pass all the subjects, it is essential to submit a final paper for each of them. When our team of tutors have evaluated the final work, the student will be able to see their final mark in the Virtual Campus. In addition, a document explaining in detail all points of their final work will be sent to their email.
In the evaluation, our tutors assess the following aspects:

  • Presentation, design, visual richness and spelling.
  • Development of the topic, complexity of the statement, logic and consistency with the results obtained in the case study.
  • Added value in the analysis and development of the proposed case.
  • It needs to be pointed out that the self-assessments and final paper must be given a minimum grade of 5 to pass.

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