MKTG 341

ADVERTISING MANAGEMENT

A. Catalog Entry

MKTG 341. Advertising Management.(3)

Three hours lecture.

Prerequisite: MKTG 340.

Semesters offered: Fall, Spring.

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.

B. Detailed Description of Content of the Course

The major topics covered in this course include those which

are necessary to developing a well rounded business student.

Students are exposed to 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

microadvertising content of the course the social and legal

macro effects of advertising are discussed.

C. Detailed Description of Conduct of the Course

Students are required to present oral presentations or develop

their own advertising plans, for a hypothetical product, as a

part of their grade in this course. Regular block exams as

well as a final exam are also required.

D. Goals and Objectives of the Course

At the conclusion of this course the student will be able to:

1. Deal with the complexities of developing an advertising

plan.

2. Understand the major advertising media.

3. Develop an appropriate media schedule for advertising a

product.

4. Understand the role of sales promotion in a promotion

plan.

5. Discuss intellectually the major economic and social

problems associated with advertising.

6. Understand how advertising fits in with the other

marketing functions of a firm.

E. Assessment Measures

Assessment of the student's success in the course is based on

the grades for three tests, the final exam, and the assigned

oral presentations.

F. Other Course Information

G. Review and Approval

DATE ACTION APPROVED BY

09-20-01 Reviewed and Melvin R. Mattson, Chair Curriculum Committee