Course Description
The student will study advertising planning and strategy. Topics include marketing research, target marketing, copy, media, budget, and sales promotion strategy. Theoretical and practical learning exercises will be incorporated in the class.
At the end of this course, students will be able to:
- Craft marketing and advertising strategies by researching markets and identifying an appropriate marketing communications mix
- Integrate advertising with other elements of the communications mix by developing an integrated marketing communications (IMC) plan involving advertising, public relations, sales promotion, and personal sales
- Create advertisements and promotional messages by developing effective art and copy for print, electronic, and digital media
- Use advertising media effectively by selecting and purchasing appropriate media vehicles to deliver specific communications messages
General Education Distribution Area
AAS Business Elective