Faculty of Lifelong Learning and Career Studies

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MAN200MA（経営学 / Management 200）
Advertising Business

Atsushi ISHIHARA

Class code etc
Faculty/Graduate school Faculty of Lifelong Learning and Career Studies
Attached documents
Year 2023
Class code C7279
Previous Class code
Previous Class title
Term 秋学期授業/Fall
Day/Period 木3/Thu.3
Class Type
Campus 市ヶ谷
Classroom name S305
Grade 2～4
Credit(s) 2
Notes
Open Program
Open Program (Notes)
Global Open Program
Interdepartmental class taking system for Academic Achievers
Interdepartmental class taking system for Academic Achievers (Notes)
Class taught by instructors with practical experience
SDGs CP
Urban Design CP
Diversity CP
Learning for the Future CP
Carbon Neutral CP
Chiyoda Campus Consortium
Category (2019) 展開科目
選択必修（領域別）
ビジネス
Category (2017)

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Outline (in English)

■ Course outline
It is said that advertising is self-introduction. A pompous self-introduction may be disliked or respected. A humble self-introduction may be belittled or unexpectedly resonated with.
When you advertise a product or service, think about it by replacing it with a self-introduction. Consider when, where, to whom, what kind of content and how to talk about it. Also, pay attention to how this results in people getting to know you, liking you even more, and wanting to see you again. This is what advertising business is all about.
The advertising business has changed dramatically with the media environment. The changes, simply put, are the changing influence of mass media such as television and the rise of various online media. Just as some people watched the 2022 Soccer World Cup on one-way broadcasts from TV stations, others enjoyed the game at ABEMA with Honda's commentary from their favorite camera angle.
In this course, students will learn about the front-line advertising business through advertisements for products and services that reach a large number of people, advertisements for government agencies and local brands that are rooted in the community, and advertisements for foreign brands. It also aims to help students learn skills that will help them introduce themselves to society.

■ Learning Objectives
(1) To be able to understand and explain the role of advertising in marketing.
(2) To be able to understand and explain what strategies and tactics mean in the advertising business.
(3) To be able to understand and design practical communication in the advertising business.
(4) To be able to build your own communication methodology to introduce yourself to society.

■ Learning activities outside of classroom
(1) In regular lectures, assignments will be made in advance and questionnaires will be given before and after each class, as appropriate.
(2) The standard preparation and review time for the class is two hours each.
(3) During the practical training, students will be asked to conduct research, come up with ideas, and create project proposals as individual work outside of school hours.
(4) In connection with the practical training, there will be supplementary lectures on "how to come up with ideas" and "how to write a project proposal."

■ Grading Criteria /Policy
Regular marks: 50%
Submissions for practical training assignments: 50%

Default language used in class

日本語 / Japanese