The primary aim of the course is to examine the concept of creativity in advertising and to teach students how to generate creative ideas, apply fundamental strategies of creativity, select appropriate advertising media, and develop an advertising campaign. To this end, the course aims to enable students to generate innovative ideas specific to the fields of communication and advertising and to acquire the skills necessary to implement their creative ideas.

The advertising campaign planning process; situation, competitor and SWOT analyses; target audience and insights; creative concepts; the creative process and creative advertising strategies; advertising executions across print, audiovisual, and digital media; media planning; evaluation and campaign effectiveness measurement.