Online advertising theory


PGE 2A - Marketing digital
Advertising research and theory
Contact hours
27 H
Number of spots
Open to visitors

Pedagogical contribution of the course to the program

LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.

Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.
Students will understand state-of-the-art management concepts and tools and use them appropriately.
Students will implement appropriate methodologies to develop appropriate solutions for business issues.
LEARNING GOAL 2 : Students will develop advanced-level managerial skills.
Students will participate in a decision-making process in a critical way.
Students will communicate ideas effectively, both orally and in writing, in a business context.


This course provides students with detailed and current explorations of key theories in the advertising discipline. The course gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area.

Teaching methods


- Lectures

In group

- Exercises
- Oral presentations


- Discussions/debates


No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) cite relevant previous academic work
  • - (level 2) summarize a theory within word limits
  • - (level 3) expose a research theory in a written and oral form
  • - (level 4) examine recherche article
  • - (level 6) synthesize the main postulates of a theory

Affective domain

Upon completion of this course, students should be able to
  • - (level 2) present the theory during an oral presentation
  • - (level 3) explain what are the most important aspects of the theory
  • - (level 4) prepare a written summary of the theory


1. Advertising theories What is Advertising? Advertising VS. Marketing. Is Advertising a scientific field? 2. Composition of the final grade - Oral presentation - Written presentation - Template with marketing scales 3. Academic journals of interest 4. How to use Google Scholar? 5. Rerefences with APA guidelines 6. Marketing scales ORAL PRESENTATION ALONG WITH THE SESSIONS

No prerequisite has been provided

Knowledge in / Key concepts to master

This course does not necessitate specific knowledge of the advertising discipline. However, students need a good level of English for the oral presentation and the written exercise (1000-1200 words to be written).

Teaching material

Mandatory tools for the course

- Computer

Documents in all formats

- Other : Research articles

Moodle platform

- Upload of class documents


- Pack Office (Word, Excel, PowerPoint, Access)

Additional electronic platforms

No items in this list have been checked.

Recommended reading

Advertising Theory 2nd Edition (2019). Edited By Shelly Rodgers and Esther Thorson. Routledge. Geuens, M., & De Pelsmacker, P. (2017). Planning and conducting experimental advertising research and questionnaire design. Journal of Advertising, 46(1), 83-100. Liu-Thompkins, Y. (2019). A decade of online advertising research: What we learned and what we need to know. Journal of advertising, 48(1), 1-13.

No reading material has been provided.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
Pfiffelmann, J., Dens, N., & Soulez, S. (2020). Personalized advertisements with integration of names and photographs: An eye-tracking experiment. Journal of Business Research, 111, 196-207.


List of assessment methods

Intermediate assessment / continuous assessment 1Other (date, pop quiz, etc.) : Date to be determined
Oral (25 Min.) / Group / English / Weight : 50 %
Details : The oral presentation must be ready for the day of the oral presentation. The group will have to present a theory based on their reading of research articles. The oral presentation will be evaluated based on the clarity, the accuracy of definitions, the relevance of examples, and oral communication skills.
This evaluation is used to measure LO1.1, LO1.3, LO2.2, LO2.3
Final evaluationLast class
Written (60 Min.) / Group / English / Weight : 50 %
Details : The group of students will have to provide a written presentation of the theory assigned to them (700-900 words). References should be cited following APA guidelines. No plagiarism (rephrase, quote, cite authors). Up to 5 malus points may be attributed to each individual student that does not provide the 5 required measurement scales.
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO2.2, LO2.3
No assessment methods have been attributed to this course yet.