Advertising and media companies are important entities within the business and marketing fields and provide business and employment opportunities for marketing, advertising and media professionals. The advertising major is intended to provide students with an introduction to the academic foundations of the advertising and media fields, and to develop the business, analytical and creative skills necessary to the pursuit of careers within this industry. Study of the academic foundations of advertising provides insight into the fundamentals of consumer behaviour, knowledge of which is essential for effective advertising management. Skills and experience in the creative design and development of advertising campaigns is essential to effective creative execution. Knowledge of media planning and buying is crucial, because it forms an important part of implementing advertising strategies. The advertising major is intended to provide graduates with knowledge of each of these aspects of the field and to produce graduates with a readiness to pursue careers in this industry.