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Marketing 341

MKTG 341: Advertising Strategy

Prerequisite: Junior standing and MKTG 340

Credit Hours: (3)

An in-depth study of the administration of the complete advertising program. Integration and coordination of promotion with other variables of the marketing mix as they relate to consumer and industrial markets.

Detailed Description of Content of the Course

This course addresses issues relevant to the process of advertising planning and the use of advertising as a business tool. All the major advertising media are covered in detail. Also included is the development and execution of an advertising campaign. In addition to the micro advertising content of the course, the social and legal macro effects of advertising are discussed.

Detailed Description of Conduct of the Course

This course is taught using a mixture of lectures, class participation, and videos. Besides, students are required to develop an advertising plan for a hypothetical product. Regular exams as well as a final exam are required.

Goals and Objectives of the Course

At the conclusion of this course the student will be able to:
1. Recognize the complexities of developing an advertising plan.
2. Identify the major advertising media.
3. Develop an appropriate media schedule for advertising a product.
4. Generalize the role of sales promotion in a promotion plan.
5. Discuss intellectually the major economic and social problems associated with advertising.
6. Demonstrate how advertising fits in with the other marketing functions of a firm.

Assessment Measures

Assessment of the student's success in the course may be based on tests, projects, and/or oral presentations.

Other Course Information
Review and Approval

12-1-2006, reviewed and approved by the Dept. of Marketing faculty
April 13, 2012 Revised