MKTG 341
ADVERTISING STRATEGY

  1. Catalog Entry

MKTG 341. Advertising Strategy
Three hours lecture (3).

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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. Other Course Information
  2. Review and Approval

DATE ACTION APPROVED BY
12-1-2006, reviewed and approved by the Dept. of Marketing faculty