Brands are driven by advertising

Specialists in Brand Communication involved in advertising are not merely found in agencies. They work in marketing departments of companies or as consultants. A brand promises a specific performance and these days a brand is developed not only available for products and service but also for companies and individuals. Without advertising, cult brands like Coca Cola and Marlboro would be inconceivable. They are regarded as the epitome of global branding.

Advertising is still the leading medium for the development of high-profile brand images, in spite of information bombardment and commercial-weary consumers. Students therefore learn modern Brand Management and the interplay of complex brand structures. Since traditional advertising still accounts for the majority of market-driven communication, students learn how to turn cross-media communication strategies into advertising campaigns and media planning.

To that end, they complete trend and market research projects, develop specific concepts for print advertising and outdoor advertising, produce radio, TV and cinema advertisements and create online advertising. Equipped with the knowledge of how an agency is run, they last but not least learn how to effectively pitch ideas and win contracts.