Program Overview

We live in a digital world: we perceive information from the Internet, radio, TV, and mobile applications all day long. That is why digital advertising is a powerful tool for manipulating the choice of millions. You will learn how to organize large-scale campaigns in the digital environment and will be able to create advertising strategies for leading organizations or bring new projects to the leading positions on the market.

THINGS YOU WILL LEARN: KEY DISCIPLINES

1. Fundamentals of the communication theory

Methodological aspects of communication research.

The formation, development, and actual state of the communication theory.

Theoretical foundations, conceptual apparatus of the science of communication.

Theoretical aspects of communication in the 21st century: Internet communication.

2. Organization of the advertising and public relations departments' workflow

Advertising and public relations departments in the corporate structure: feasibility and principles of construction.

Features of the functioning, main objectives, and structure of PR departments in various fields of activity.

3. Fundamentals of media planning

Marketing communications, advertising, and media planning.

Media parameters and their calculation.

Media planning and media research.

Media planning objectives.

Strategic stage of advertising planning and advertising budget.

4. Target audiences and targeting in advertising and PR

Target audiences in advertising and PR.

Advertising in the marketing communications system.

The role of target audiences in branding.

The place and role of targeting in the advertising process.

Means of advertising distribution.

Advertising appeal.

YOUR PROSPECTS

SMM-Specialist STARTING SALARY 45 000₽

PR Manager STARTING SALARY 60 000₽

Internet Advertising Specialist STARTING SALARY 70 000₽

Brand Manager STARTING SALARY 80 000₽

Advertising Director STARTING SALARY 100 000₽

Art-Director STARTING SALARY 100 000₽