BIRCHAM INTERNATIONAL UNIVERSITY

Faculty of Business & Media

MODULE: Advertising & Media

Program delivered by distance learning higher education up to a maximum of 39 credits. This module may be combined or completed with other online university courses from this faculty.

DESCRIPTION:

This program explores the utilization of advertising, integrated marketing communications, and new media in local, regional, national and global markets. It will cover such topics as: advertising campaigns, ad agencies, copywriting, the impact of new technology, interactive electronic media, audience measurement, corporate positioning, branding, consumer behavior, media sales and management. Whether you head the publicity program for a major corporation or for a smaller business, this program shows how to reach a targeted media and attract the kind of attention that produces effective results.

Courses list (each subject accounts for 3 credits):

1 BIU Earned Credit = 1 USA Semester Credit (15 hours of learning) = 2 ECTS Credit (30 hours of study).

The Communication Process

Media Influence

Academic Supervisor: William Martin Olsen

More information about this supervisor and online university course instructors at BIU Human Network.

This module is applicable to Specialist, Expert, Bachelor's, Master's and Ph.D. (Doctor) Programs. This distance learning degree program is designed at the postgraduate level – Master’s or Doctoral. This module may be easily adapted to complete the Specialist, Expert or Bachelor’s adult degree program requirements. A further option is the enrollment into the online university courses listed in this module.

* University Course (3 credits): Select 1 subject from this module.

* Specialist Diploma (15 credits): First 5 subjects or select 5 subjects from this module.

* Expert Diploma (21 credits): First 7 subjects or select 7 subjects from this module.

* Bachelor's Degree (130 credits): The Admission certificate issued after submission of the application for admission will show the amount of credit transferred and validated from previous education and experience, and the amount of credits required to complete this undergraduate program's major. Additional courses from other modules of this faculty will be assigned in case that the credits displayed on this module are not enough to complete the bachelor's required credits.

* Master's Degree (35 credits): Select from 3 to 9 subjects from this module depending on the amount of credits transferred from previous education and experience. Add 13 credits corresponding to a final project to the selected subjects.

* Ph.D. (Doctor) (45 credits): Select from 3 to 9 subjects from this module depending on the amount of credits transferred from previous education and experience. Add 18 credits corresponding to a final thesis to the selected subjects.

BIU issues an admission certificate after receiving your complete application for admission. This document will show the amount of credits transferred and validated from previous education and experience, and the amount of credits required to complete the degree program's major. BIU can not perform this evaluation without the complete application for admission.

Courses Description (each subject accounts for 3 credits):

The Communication Process

This course introduces the processes that govern message delivery and reception. It covers intrapersonal and interpersonal communication, non-verbal communication, language and verbal interaction, group communication and conflict management. It considers the impact of context, situation, perception, culture, medium and message on communication.

Instructor: Eduardo Cano Camarero

Media Influence

This course describes and evaluates various strategies that attempt to explain the ways individuals and groups react to media. It explores the theories of influence and public attitude change, and examines what it means (politically, economically, culturally, and morally) to live in a culture in which a major portion of information comes to the citizen through multiple channels of mass communication.

Instructor: Eduardo Cano Camarero

Mass Communications

This course examines the historical and contemporary theories of mass media and communication. It is concerned with illustrating the nature, functions, and responsibilities of the mass communication industries in a global environment with an emphasis on the media's role in society. It also explores mass media organizations policies, legal, ethical and censorship concerns.

Instructor: Eduardo Cano Camarero

Advertising & Public Relations

This course examines the theory and practice of advertising and public relations as they functions within the marketing strategy. It provides a detailed examination of the communicative process, with emphasis on the tools of effective communication to solve, implement, and evaluate communication problems with the aid of advertising and public relations. It explains the role of advertising and public relations in integrated marketing communications, in consumer behavior, and in media and creative planning.

Instructor: Lorena Cano Camarero

Consumer Behavior

This course focuses on the major theories needed to understand buyer behavior, such as evoked set, brand loyalty, brand learning and memory, motivation, attitudes and attitude change, perception of innovations, product meaning, lifestyle and personality differences, culture and social class, and family buying influences.

Instructor: William Martin Olsen

Promotional Strategies

This course studies the foundations and the process of developing advertising and promotional strategies, and the factors important for the design of successful advertising campaigns. Topics include data research, positioning analysis, selection of target markets, development of objectives, creative guidelines, media planning, budgeting, and performance evaluation.

Instructor: Lorena Cano Camarero

Mass Media Planning

This course instructs in media-buying decisions, including media reach and frequency assessment, impact strategy, and media and format selections. It deals with the problems, techniques and strategy of buying advertising space and time effectively and economically in newspapers, magazines, radio, television and outdoor media. It also shows how a good media plan is constructed and executed.

Instructor: Lorena Cano Camarero

Positioning Strategies

This course focuses on defining the competition; analyzing the competition’s position, strategies, and tactics; and developing competitive strategies and actions to secure and increase our market penetration. It examines positioning, competitive analysis, tactics and strategies.

Instructor: William Martin Olsen

Advertising Campaigns

This course considers the preparation and presentation of an advertising campaign to show how advertising can contribute with effective and creative messages to the marketing communications process. It explains how to develop a full advertising campaign, with emphasis on production methods, costs, research and media analysis and planning.

Instructor: William Martin Olsen

Advertising Media Management

This course reviews a full media plan, including execution and control of effective advertising media programs. It analyzes media and audience characteristics and evaluation, sources of analytical media data, media planning techniques, buying and selling process.

Instructor: William Martin Olsen

Advertising Agency Management

This course instructs in the decision-making processes of advertising agency management; current advertising social, legal and ethical issues; and advertising agency relations with media, clients and production. It provides alternatives and solutions to run an advertising agency as a business.

Instructor: Lorena Cano Camarero

Communication Effectiveness

This course covers research procedures and theories designed to determine the effectiveness of mass communication processes, taking into account the clients, media, and agencies. It covers research before and after the communication runs, and evaluates the levels of persuasion achieved. A good research helps to design an effective communication to develop brand awareness, image, distinctiveness, encourage buying behavior, and/or reinforce satisfaction.

Instructor: William Martin Olsen

Market Research

This course makes the connection between market research theory and practice: research planning, secondary research, sampling, experimentation, quantitative and qualitative research, questionnaire design, question development, data analysis, segmentation, communication and copy testing, and audience measurement. It provides the necessary data and conclusions for the effective analysis of the opinions, desires and behavior of individuals, masses or markets.

Instructor: Lorena Cano Camarero

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Professionally recognized and validated degrees.

Accredited (Non USA CHEA). International legalization available.

Non formal and independent education.