Advertising Management in a Digital Environment

IntroductionApplied learning: the case study approach

This text is designed to be learn a concept and then learn how to apply that concept. Management in general and advertising management are about putting principles into action. Management is decision-making. You need tools to make decisions. That is why it is so important to have a resource where you can learn fundamental advertising management concepts and then have the opportunity to put those concepts into practice through analyzing a case study.

The objective of the case study method is very simple. It is to provide a framework for putting into practice what you learn in the classroom. Case studies offer a realistic look at business situations and how you might solve them. Sometimes, ...