This program combines the field of economics and the specialization in advertising management to equip students with the skills and knowledge to understand and apply economic theory to real world problems specifically in understanding consumer and firm behaviour as the basis for the formulation of effective advertising strategies.Students will learn the importance of formal economic and econometric modeling frameworks and strategies emphasizing the increasingly dominant role of mathematics and logic. With the economics of choice as the underlying principle, students under this program will also learn skills required in the systematic conceptualization, implementation, evaluation and able management of advertising programs and projects.