MKT 412 - Advertising

3 Credit(s)

This marketing elective course provides an overview of the terminology, methods, and issues in managing the advertising function of the promotional mix. Topics include social, ethical, and regulatory aspects, advertising research, advertising campaign development, media selection, advertising on the internet, direct marketing, creative process, and the functions of advertising participants. A significant creative project is required. The course relies on a mix of lectures, case study discussions, and projects.
Prerequisite(s): MKT 300.