VA316 Advertising
Syllabus | International University of Sarajevo - Last Update on Oct 10, 2025
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Visual Arts and Visual Communications Design
Emir Hambo
Course Lecturer
Course Objectives
"• provide basic overview of principles and practices of advertising • examine various issues and practices that are relevant to the field of advertising • present a foundation that will prepare for the work in the field"
Learning Outcomes
After successful completion of the course, the student will be able to:
Course Materials
Required Textbook
Creative Strategies in Advertising (Ninth edition) Drewniany and Jewler, Lyn Uhl, 2008
Additional Literature
Advertising and IMC: Principles and Practice; S. Moriarty, N. Mitchell, W. Wells; Pearson, 2015 Advertising, A very short introduction; Winston Fletcher; Oxford, 2010Teaching Methods
Lectures
Presentations
Discussion
Analysis of the assignments
Weekly Topics
| Week | Topic | Readings / References |
|---|---|---|
| 1 | Introduction | |
| 2 | Introduction to advertising. Advertising as a part of marketing. | Disscussion |
| 3 | Advertising types and formats. | Disscussion |
| 4 | General principles and rules of advertising. | Disscussion |
| 5 | Advertising agencies: Traditional vs. digital agency. Creative process. | Disscussion |
| 6 | Advertising: Roles and functions. Branding. | Disscussion |
| 7 | Shock Advertising or Shockvertising | Disscussion |
| 8 | MIDTERM EXAM | Exam |
| 9 | Ethics and morals in advertising. | Disscussion |
| 10 | Advertising: Strategies and objectives. | Disscussion |
| 11 | Specialized Advertising | Disscussion |
| 12 | Advertising campaign. | Disscussion |
| 13 | Quiz/Final project discussion | Exam / Disscussion |
| 14 | FINAL PROJECT consultations | Project Review |
| 15 | FINAL PROJECT PRESENTATION | Exam |
Course Schedule (All Sections)
| Section | Type | Day 1 | Venue 1 | Day 2 | Venue 2 |
|---|---|---|---|---|---|
| VA316.1 | Course | Wednesday 12:00 - 14:50 | B F1.10 Class/ART Studio | - | - |
Office Hours & Room
Assessment Methods and Criteria
Assessment Components
Final Project
AI: Not AllowedAlignment with Learning Outcomes : LO2 LO3 LO4
Assignments
AI: Not AllowedAlignment with Learning Outcomes : LO1 LO2 LO3 LO4
Midterm Exam
AI: Not AllowedAlignment with Learning Outcomes :
Quiz
AI: Not AllowedAlignment with Learning Outcomes : LO1 LO2 LO3
IUS Grading System
| Grading Scale | IUS Grading System | IUS Coeff. | Letter (B&H) | Numerical (B&H) |
|---|---|---|---|---|
| 0 - 44 | F | 0 | F | 5 |
| 45 - 54 | E | 1 | ||
| 55 - 64 | C | 2 | E | 6 |
| 65 - 69 | C+ | 2.3 | D | 7 |
| 70 -74 | B- | 2.7 | ||
| 75 - 79 | B | 3 | C | 8 |
| 80 - 84 | B+ | 3.3 | ||
| 85 - 94 | A- | 3.7 | B | 9 |
| 95 - 100 | A | 4 | A | 10 |
Late Work Policy
Information about late submission policies will be shared during class and posted in this section. Please check back for official guidelines.
ECTS Credit Calculation
📚 Student Workload
This 6 ECTS credit course corresponds to 150 hours of total student workload, distributed as follows:
Lecture Hours
45 hours ⏳ (15 week × 3 h)
Home Study
30 hours ⏳ (15 week × 2 h)
Midterm Exam Preparation
11 hours ⏳ (1 week × 11 h)
Assignments
32 hours ⏳ (8 week × 4 h)
Quiz Study
8 hours ⏳ (1 week × 8 h)
Final Project Preparation
24 hours ⏳ (3 week × 8 h)
150 Total Workload Hours
6 ECTS Credits
Course Policies
Academic Integrity
All work submitted must be your own. Plagiarism, cheating, or any form of academic dishonesty will result in disciplinary action according to university policies. When in doubt about citation practices, consult the instructor.
Attendance Policy
Students are expected to adhere to the attendance requirements as outlined in the International University of Sarajevo Study Rules and Regulations. Excessive absences, whether excused or unexcused, may impact academic performance and eligibility for assessment. Mandatory sessions (e.g., labs, workshops) require attendance unless formally exempted. For detailed policies on absences, documentation, and penalties, please refer to the official university regulations.
Technology & AI Policy
Laptops/tablets may be used for note-taking only during lectures. Phones should be silenced and put away during all class sessions. Audio/video recording requires prior permission from the instructor.
Artificial Intelligence (AI) Usage: The use of AI tools (e.g., ChatGPT, Copilot, Gemini) varies by assessment component. Please refer to the AI usage indicator next to each assessment item in the Assessment Methods and Criteria section above. Submitting AI-generated content as your own work, where AI is not explicitly allowed, constitutes an academic integrity violation.
Communication Policy
All course-related communication should occur through official university channels (institutional email or SIS). Emails should include [VA316] in the subject line.
Academic Quality Assurance Policy
Course Academic Quality Assurance is achieved through Semester Student Survey. At the end of each academic year, the institution of higher education is obliged to evaluate work of the academic staff, or the success of realization of the curricula.
Learning Tips
Be prepared to contribute thoughtfully during class discussions, labs, or collaborative work. Active participation deepens understanding and encourages critical thinking.
Complete assigned readings or prep materials before class. Take notes, highlight key ideas, and jot down questions. Aim to grasp core concepts and their applications—not just facts.
Use course frameworks or methodologies to analyze problems, case studies, or projects. Begin early to allow time for reflection and refinement. Seek feedback to improve your work.
Don’t hesitate to reach out when something is unclear. Use office hours, discussion boards, or peer networks to clarify concepts and stay on track.
Syllabus Last Updated on Oct 10, 2025 | International University of Sarajevo
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Referencing Curricula Print this page
| Course Code | Course Title | Weekly Hours* | ECTS | Weekly Class Schedule | ||||||
| T | P | |||||||||
| VA316 | Advertising | 1 | 2 | 6 | Wednesday 12:00-14:50 | |||||
| Prerequisite | Junior Standing | It is a prerequisite to | - | |||||||
| Lecturer | Emir Hambo | Office Hours / Room / Phone | Tuesday: 15:00-17:00 Wednesday: 10:00-12:00 Thursday: 10:00-12:00 Friday: 9:00-17:00 Research |
|||||||
| ehambo@ius.edu.ba | ||||||||||
| Assistant | Dino Šahović | Assistant E-mail | dsahovic@ius.edu.ba | |||||||
| Course Objectives | "• provide basic overview of principles and practices of advertising • examine various issues and practices that are relevant to the field of advertising • present a foundation that will prepare for the work in the field" |
|||||||||
| Textbook | Creative Strategies in Advertising (Ninth edition) Drewniany and Jewler, Lyn Uhl, 2008 | |||||||||
| Additional Literature |
|
|||||||||
| Learning Outcomes | After successful completion of the course, the student will be able to: | |||||||||
|
||||||||||
| Teaching Methods | Lectures, presentations, discussion, analysis of the assignments | |||||||||
| Teaching Method Delivery | Face-to-face | Teaching Method Delivery Notes | ||||||||
| WEEK | TOPIC | REFERENCE | ||||||||
| Week 1 | Introduction | |||||||||
| Week 2 | Introduction to advertising. Advertising as a part of marketing. | Disscussion | ||||||||
| Week 3 | Advertising types and formats. | Disscussion | ||||||||
| Week 4 | General principles and rules of advertising. | Disscussion | ||||||||
| Week 5 | Advertising agencies: Traditional vs. digital agency. Creative process. | Disscussion | ||||||||
| Week 6 | Advertising: Roles and functions. Branding. | Disscussion | ||||||||
| Week 7 | Shock Advertising or Shockvertising | Disscussion | ||||||||
| Week 8 | MIDTERM EXAM | Exam | ||||||||
| Week 9 | Ethics and morals in advertising. | Disscussion | ||||||||
| Week 10 | Advertising: Strategies and objectives. | Disscussion | ||||||||
| Week 11 | Specialized Advertising | Disscussion | ||||||||
| Week 12 | Advertising campaign. | Disscussion | ||||||||
| Week 13 | Quiz/Final project discussion | Exam / Disscussion | ||||||||
| Week 14 | FINAL PROJECT consultations | Project Review | ||||||||
| Week 15 | FINAL PROJECT PRESENTATION | Exam | ||||||||
| Assessment Methods and Criteria | Evaluation Tool | Quantity | Weight | Alignment with LOs | AI Usage |
| Final Project | 1 | 30 | LO2, LO3, LO4 | Not Allowed | |
| Semester Evaluation Components | |||||
| Assignments | 4 | 40 | LO1, LO2, LO3, LO4 | Not Allowed | |
| Midterm Exam | 1 | 20 | LO3 | Not Allowed | |
| Quiz | 1 | 10 | LO1, LO2, LO3 | Not Allowed | |
| *** ECTS Credit Calculation *** | |||||
| Activity | Hours | Weeks | Student Workload Hours | Activity | Hours | Weeks | Student Workload Hours | |||
| Lecture Hours | 3 | 15 | 45 | Home Study | 2 | 15 | 30 | |||
| Midterm Exam Preparation | 11 | 1 | 11 | Assignments | 4 | 8 | 32 | |||
| Quiz Study | 8 | 1 | 8 | Final Project Preparation | 8 | 3 | 24 | |||
| Total Workload Hours = | 150 | |||||||||
| *T= Teaching, P= Practice | ECTS Credit = | 6 | ||||||||
| Course Academic Quality Assurance: Semester Student Survey | Last Update Date: 08/10/2025 | |||||||||