Strategy – Create with Compliance

Strategy

Research finds the why – strategy figures out what’s next. Connect insights to ideas, craft messages that matter, and spark creative work that makes waves. If you want to think for a living, strategy may be where you belong.

Advertising and Brand Strategy

Designed to help students acquire brand decision-making skills. Advertising and marketing theories, practical problems and traditional cases will be studied as they learn to build a strong brand strategy that will lead to a strong brand advertising strategy. This encompasses every facet of making advertising decisions for a brand. This involves understanding the content a consumer requires, how the consumer will come in contact with the brand, and what is the goal of the connection between consumer and content/contact.

National Data Privacy Laws

Other countries have implemented privacy laws that impact how advertisers can use consumer data. These laws create challenges for global advertising sales by requiring compliance across multiple jurisdictions.

Prompt

How do national data privacy laws affect the development of brand strategies in digital advertising?

AI Act (EU)

The proposed AI Act will regulate the use of artificial intelligence in various industries, including advertising/ Advertisers will need to ensure that their AI tools comply with transparency and ethical standards, possibly leading to more cautious use of AI in decision-making processes and ad placement.

Prompt

How can brands incorporate AI tools into advertising strategies while ensuring compliance with the AI Act?

Consumer Insight

Course focuses on methods of eliciting consumer insight. In particular, this class introduces the process and applied outcomes of consumer insight in terms of building brand strategy. Techniques for persuasive presentation of insight will also be introduced.

National Data Privacy Laws

Other countries have implemented privacy laws that impact how advertisers can use consumer data. These laws create challenges for global advertising sales by requiring compliance across multiple jurisdictions.

Prompt

What strategies can advertisers use to gather consumer insights while complying with data privacy laws?

Consumer Rights Directive (EU)

Ensures that consumers have clear and accurate information before making purchasing decisions, protecting them from misleading or unfair advertising. It mandates that businesses provide transparent terms and conditions in advertising, including clear pricing and the right to withdraw from contracts.

Prompt

How can advertisers leverage consumer insights to create campaigns that comply with the Consumer Rights Directive?

Advertising and Society

Provides a critical understanding of advertising's role in modern society. Advertising will be studied as a cultural force and social institution. Its role will be examined in relation to communications, economics, and political and legal systems.

FTC Green Guides (U.S.)

The Federal Trade Commission (FTC) provides guidelines for environmental marketing claims, ensuring that advertisers do not overstate or mislead consumers about a product’s environmental benefits.

Prompt

Conduct a case study on the compliance of a health product’s advertising with FDA regulations.

Antitrust Investigations and Lawsuits (U.S. and EU)

Governments in the U.S. and EU are increasingly scrutinizing the market dominance of major digital platforms. Ongoing antitrust investigations could lead to changes in how digital advertising is bought and sold.

Prompt

How do antitrust laws and investigations shape the power and responsibility of major advertising platforms in society?

Psychology of Advertising

Designed to familiarize students with theory and research at the intersection of advertising and psychology. Explores issues pertaining to advertising psychology, including: understanding how and why people think, how & why advertising persuades, basic research methods, the emergence of trends, attitudes and persuasion, human and brand personality, cross-cultural advertising, implicit consumer cognition and behavior, emotions, and more.

FTC Green Guides (U.S.)

The Federal Trade Commission (FTC) provides guidelines for environmental marketing claims, ensuring that advertisers do not overstate or mislead consumers about a product’s environmental benefits.

Prompt

How do environmental marketing claims—guided by the FTC Green Guides—shape consumer beliefs and behaviors, and where is the line between persuasion and deception?

Audiovisual Media Services Directive (AVMSD) (EU)

This directive regulates media services across the EU, particularly concerning advertising targeting children. It limits certain types of ads, such as those for unhealthy food or toys, during children’s programming.

Prompt

How can brands align their media strategies with AVMSD requirements for EU audiences?

Global Advertising

Explores culture, brands, and advertising. Through advertising analysis, case studies and an applied culture and advertising project, students will develop strategies for advertising and communicating messages to local and global audiences.

EU Sustainability Advertising Regulations

The EU is increasingly focusing on regulating sustainability claims to prevent "greenwashing." Advertisers must ensure that any claims related to environmental impact, such as carbon footprint or sustainability practices, are accurate and transparent

Prompt

Analyze the impact of EU sustainability regulations on global advertising campaigns for multinational brands

Antitrust Investigations and Lawsuits (U.S. and EU)

Governments in the U.S. and EU are increasingly scrutinizing the market dominance of major digital platforms. Ongoing antitrust investigations could lead to changes in how digital advertising is bought and sold.

Prompt

What strategies should global advertisers adopt to navigate antitrust regulations in different regions?

Colloquium in Advertising

Current topics, cases, and research in advertising are presented in a forum that fosters critical thinking and engagement. Weekly presentation and discussion of current research and cases by faculty, undergraduate/graduate students, visiting scholars and visiting professionals.

AI Act (EU)

The proposed AI Act will regulate the use of artificial intelligence in various industries, including advertising/ Advertisers will need to ensure that their AI tools comply with transparency and ethical standards, possibly leading to more cautious use of AI in decision-making processes and ad placement.

Prompt

Discuss the challenges of using AI-driven insights for strategic decision-making under the AI Act.

Audiovisual Media Services Directive (AVMSD) (EU)

This directive regulates media services across the EU, particularly concerning advertising targeting children. It limits certain types of ads, such as those for unhealthy food or toys, during children’s programming.

Prompt

Discuss how AVMSD regulations influence the placement and content of audiovisual advertising campaigns.