Course description

Advertisers' expenditure on media and related activities continues to rapidly change and expand (especially in emerging economies), and more than ever before this expenditure is subject to significant financial and marketplace scrutiny. This course is designed to offer students an opportunity to develop in-depth knowledge of the main quantitative and qualitative methods used in advertising and media research, especially for the purposes of advertising evaluation. Emphasis is placed on the importance of research in advertising and media, applied research skills for advertising evaluation and media measurement, and critical analysis skills relating to advertising and media research. Students will gain a strong theoretical and practical understanding of relevant research techniques and topical research issues in the field, through exposure to academic and industry research readings, case studies, assessment relating to a real campaign, and industry guest lecturers.

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