This course introduces students to the principles and methods of research used in advertising and public relations. It explores how professionals gather, analyze, and interpret data to guide campaign planning, message design, media selection, and evaluation. Students will learn both qualitative and quantitative research techniques such as surveys, focus groups, interviews, and content analysis.
By the end of the course, students will understand how to apply research to real-world advertising and PR challenges, make evidence-based decisions, and measure the effectiveness of communication strategies.
- Lecturer : KOSISOCHUKWU ENE