Advertising is continually changing. As society changes, so do the many ways in which brands can communicate with their consumers. In this course we specifically look at advertising that targets consumers (B2C) and analyze it from a theoretical and managerial point of view. Topics include new media and technology in advertising, stereotypes and influencer advertising, co-creation, sustainability, and social effects of advertising.
The course will bring your knowledge of these topics up to the forefront of current advertising research. The course literature consists of research articles that need to be read before the lessons. The course includes guest lectures and in-class workshops. The purpose of these elements is to provide an illustration of how advertising challenges are tackled in business, as well as to put theoretical knowledge into practice.
The course can be taken by students from both Helsinki and Vaasa.
- Teacher: Veronica Liljander
- Teacher: Valeria Penttinen
- Teacher: Karina Töndevold Liljedal