Advertising,
Communication and the Internet

Page Contents and Key Links Site Map Introduction Aims and objectives Pre-course reading Some general reading Examined Post-Course Assignment Introduction Welcome to this workshop! The university has been kind enough to invite me for the fifth year running to contribute to this event. I teach in the University of Wales where I am just about to launch a new undergraduate degree in Media and Communication Studies. How did I come to be invited to Greece (again)? Blame Professor Maria Constantopoulou - who encountered my virtual self on the Web some years ago and subsequently translated some of my online texts into the Greek language (see: Suggested Reading). This is a 20-hour workshop-based optional module on the master's degree in Marketing and Communication. It is intended to help you to become more broadly aware of some key issues relating to advertising online. It also introduces a semiotic approach to the analysis of ads. Aims and Objectives On completion of this workshop, students should be... aware of the main features of the Internet and its basic jargon; aware of key online communication modes; aware of the strengths and weaknesses of the Internet as an advertising medium; aware of key branding and positioning issues relevant to Internet marketing; aware of gender issues in relation to online communication and marketing; able to apply key principles for the semiotic analysis of ads; sensitive to ethical issues related to e-commerce; aware of key advertising resources online.

This page has been accessed times since 25th May 1999.