Study of marketing activities that stimulate consumer purchasing and dealer effectiveness. Emphasis on elements and process of developing effective advertising programs using integrated marketing communications. Prerequisite: MKTG 310.
Prerequisite(s) / Corequisite(s):
Course Rotation for Day Program:
Offered Fall and Spring.
Most current editions of the following:
Advertising and Promotion
By Belch and Belch (McGraw Hill) Recommended
Advertising Principles and Practice
By Wells, Burnett and Moriarity (Prentice Hall) Recommended
Provide an overview of the various promotional mix and how they relate to the marketing program.
Describe and explain how firms organize for advertising.
Examine the importance of market segmentation and position to the development of an advertising and promotion program.
Analyze the development of advertising and promotion plans.
Examine the various promotional mix elements that form the basis of the integrated marketing communications program.
Explain the need for social responsibility and ethics in global advertising.
Explain and describe the role advertising plays in global business organizations.
Demonstrate the correct use of advertising vocabulary.
Know the role advertising plays in the marketing mix.
Explain the need to use integrated marketing communications.
Explain the “advertising planning process” and how organizations plan, implement and control advertising programs.
Every Business Administration course includes a written and oral presentation component.
Understanding advertising today
The role of integrated marketing communications in the marketing process
The create process
Putting the campaign together
Recommended maximum class size for this course: 20
NOTE: The intention of this master course syllabus is to provide an outline of the contents of this course, as specified by
the faculty of Columbia College, regardless of who teaches the course, when it is taught, or where it is taught. Faculty members teaching this
course for Columbia College are expected to facilitate learning pursuant to the course objectives and cover the subjects listed in the topical
outline. However, instructors are also encouraged to cover additional topics of interest so long as those topics are relevant to the course's
subject. The master syllabus is, therefore, prescriptive in nature but also allows for a diversity of individual approaches to course material.