Advertising Management

(3 Credit Hours) · Undergraduate

In this course, we build digital marketing campaigns from scratch without needing an engineer. Designed for students aspiring to be the next generation of marketers, the curriculum blends (1) business “strategies” and (2) artificial intelligence (“AI”)-integrated advertising techniques. It focuses on developing and deploying the industry's central document: the creative brief. Using an advertising innovation framework and real-world case studies, students will explore the intersections of advertising, social media, and regulatory considerations. By the end of the semester, students will learn how to develop research-based, actionable creative briefs, as well as how to produce, test, and optimize digital campaigns using GenAI agents and data. Ultimately, this course equips students to become invaluable "multi-linguists" in any organization—professionals who can fluently speak and translate between the languages of business strategy, creative vision, and AI technology.