With a focus on how to develop innovative and effective online advertising, this course teaches you how to plan, create, track, and optimize all types of consumer targeted online advertising campaigns. Topics include media planning and buying in the digital environment; ad creative development, search marketing; email marketing, landing page optimization, digital video advertising. The course also explores how to leverage emerging trends such as user generated content, social media/networking, behavioral targeting -- all viewed from an advertising perspective. The course is highly interactive and uses case studies to illustrate and demonstrate each topic. Additionally, as part of this course, students will attend exclusive guest-speaker presentations from leading online media companies (previous guest speakers include Google, Facebook, Yahoo!). For technical requirements click here.
Prerequisite: X 163 Advertising Principles and Policies or consent of instructor.This course includes both online sessions and classroom meetings. This "green" course provides course materials online to minimize paper waste; Internet access required.
UCLA: 190 Royce Hall
July 2 - September 10
12 meetings total
(1 mtg. to be arranged)