Advertising Management and Economy

Course Main Objective

The course aims to deal with definition of management and advertising and explain the economic components of advertising market and the primary and secondary movers of advertising market, output of advertising market and further highlight economics of advertising mediums and economics of advertising agencies.

Course Learning Outcomes

Define the concept of advertising management and the main principles of advertising economics and connect between theory and practice in advertising management and economics and clarify the role of advertising in macro and micro economics and its effects on advertising.

• 1. Knowledge and Comprehension
•    1.1 Define the economic introduction to advertising.
• 2. Skills 
•    2.1 Evaluate the different economic systems and their relation to advertising.
•    2.2 Use IT in communicating with advertising agencies electronically.
• 3. Values 
•    3.1 Assume responsibility of teamwork.

Course Content

• The communicative introduction to advertising and determinants of advertising.
• The concept of advertising management.
• The general economic fundamentals and principles.
• The different economic systems and their relation to advertising.
• The macro/micro economics and its effect on advertising.
• The economic components of advertising market.
• The primary and secondary movers of advertising market and mechanisms of dealing therewith.
• Estimation of the global, regional and local advertising market size.
• Distribution of the advertising market production
• Economics of the different advertising mediums.
• Economics of the advertising agencies and companies
• Applied and practical models on the advertising market.

Textbook (s) 

- Mona, Al-Hadidi. (2012). Advertising: Its Basics, Means and Arts. Al-Dar Al-Masriah Al-Lubnaniah.
- Muhammad, Gawdat.N.(2008). Propaganda and Advertising and Public Relations. Dar Magdalawi, Amman, Jordan.
- Rania, Mamdouh. S. 2008). Television Ads Design. Dar Aylah, Amman.
- Muhammad, Ali.A. (2000). Principles of Economics for Social Science Students. Jeddah, Dar Zahran.
- Kyle Bagwell. (2001). The Economics of Advertising. Williston, vt: Edward Elgar Publishing.

Course ID: PRAD 311