MKTG 234 - Advertising I

5 CR

Provides an in-depth look at the world’s dominant promotional channel. Students consider how advertising differs from other approaches and how it must evolve to thrive in the digital era. Group projects will emphasize integrated strategy, creative choices, media planning, and how to assess a successful advertising campaign.

Prerequisite(s): MKTG 101 or permission of instructor.

Course Outcomes

Collaborate with other students to build an integrated marketing plan that leans heavily on advertising strategy and tactics
Employ TV, print, radio, out-of-home, email, online video, search, display, mobile and social media to connect with large audiences
Design a creative brief that translates strategy into visual design and copy guidelines
Craft a media plan that allocates dollars to the most appropriate media platforms
Increase brand equity through calculated strategic choices
Create written and oral presentations for key stakeholders that demonstrate timeliness and attention to detail

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