MKTG 341
ADVERTISING STRATEGY
- 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.
- 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. 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.
- 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.
- Other Course Information
- Review and Approval
DATE ACTION APPROVED BY
12-1-2006, reviewed and approved by the Dept. of Marketing
faculty
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