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    • Advertising Management
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Abhi Biswas - UT Dallas School of Management
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Advertising Management

To provide an adequate overview of the field of “Advertising” from a managerial and creative standpoint. The fundamental concepts will be systematically presented in class sessions and related to real-life business situations. Numerous examples and caselets will be used to highlight the most relevant topics & issues.
           The primary mode of teaching will be lecture sessions along with discussions & group presentations.  A few video commercials & cases will also be shown and discussed in class. A significant component of the learning experience, in a course of this type, is constructive and reasoned class discussion. With this in mind, all students are encouraged to actively and judicously participate in all class discussions.
    Topics Covered
  • The World of Advertising & the Structure of the Advertising Industry
  • The History, Evolution & Social Aspects of Promoting & Advertising Brands 
  • Consumer Behavior
  • Segmentation, Targeting & Positioning
  • Advertising & Promotions Research   
  • The Communications Process
  • Sales Promotion
  • International Advertising
  • Advertising Creativity & Preparing the Message
  • Art & Copywriting
  • Art Direction & Production
  • Media Planning & Strategy
  • Subliminal Advertising

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