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MKT 211 - Advertising Management
Periodically
Course focuses on the strategic decisions necessary for the internal management
of advertising agencies, the external relationships with clients and outside suppliers,
and the development of a successful advertising campaign. All the major components
of the advertising plan and campaign are discussed, including marketing and communication
objectives and strategies, sales promotion, direct mail, Internet, media planning,
and television, print, and other types of advertising. Specific emphasis is placed
on target market selection, creative strategies, global issues, social and ethical
considerations, and evaluation of the advertising plan.
Prerequisites & Notes
MKT 203. Open only to matriculated Zarb School of Business graduate students
and/or matriculated School of Education and Allied Human Services graduate students
where appropriate.
Credits: 3 s.h.
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