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| MKTG3660
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Summer: 10W
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|
2010
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| Advertising Management |
| College
School
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Department
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| College of Business
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Marketing and Logistics
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| Course Catalog Description and Prerequisites |
| 3660. Advertising Management. 3 hours. Advertising for business executives; creation of primary demand, stimuli, promotional programs, media selection, appropriation and evaluation. Prerequisite(s): MKTG 3650 (non-business majors may complete MKTG 2650). |
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| Number
of Face-to-Face Meetings
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Location
of Face-to-Face Meetings
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| 0
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| Course Objectives |
| To appreciate how people and organizations think about, buy and use products and the impact of marketing communications on their purchase decision making.
To appreciate the role of Integrated Marketing Communications (IMC) as part of a company’s database and branding efforts.
To understand the IMC process and learn about: market research and analysis; market segmentation; campaign strategy, tactical development and execution; and results measurement.
To evaluate the myriad opportunities for delivering marketing communications.
To analyze and evaluate marketing communications campaigns in a critical way.
To gain practical experience of marketing communications disciplines by developing an outline of a strategic marketing communications plan. |
| Course Expectations |
| Demonstrate achievement of course objectives through online assessments, online discussions and a promotional campaign project. |
| Tests/Quizzes |
| 10 textbook quizzes (lowest two grades may be dropped); 6 module assessments; online discussion; Final Assessment |
| Major Assignments |
| Project to develop a promotional campaign strategy for a consumer item. Project involves customer analysis and the development of a market communications plan. |
| Software/Hardware
Needed |
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Acrobat Reader, Excel, Flash, PowerPoint, Real Player, Word / Speakers, Sound Card
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| Student/Instructor
Communication Methods |
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Email, Online Discussion Groups
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| Textbooks |
| Integrated Advertising, Promotion and Market Communications, Fourth Edition
Kenneth E. Clow and Donald Baack
ISBN 978-0-13-607942-2.
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| Other Requirements |
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| Are there any
enrollment restrictions based on where I live? |
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Only students who live IN TEXAS may enroll in this section.
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