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Advertising Strategy

In this course, advertising, defined as market communication, is studied from a management / or project manager's perspective.

With the background of theories and models that explain how people process and are influenced by advertising, we discuss how to plan, order, execute and evaluate advertising campaigns to achieve the greatest possible effect. The course primarily covers, but not limited to, advertising from companies aimed at consumers.

The course places great emphasis on both strategy and tactics, and above all how these levels interact. The strategic issues are based on the fact that the advertising efforts can help to strengthen the company's brand and sales, both in short and long term.