MKT 3303 - Advertising and Promotion

Credits: 4

The basic principles of advertising, direct marketing, sales promotion, public relations, publicity, and personal selling, as well as other forms of promotion are studied. The course will examine the factors affecting promotional decisions as well as the development of effective marketing communication strategies. Topics include establishment of objectives, identifying target audiences, budgeting, formulation, design and testing of message, media selection, and analysis of effectiveness in the context of an integrated marketing plan and ethical considerations. Students will have an opportunity to apply their analytical and creative skills by developing actual TV, radio, and print ads as well as write press releases using real world, practical, and contemporary communication case studies.
Prerequisite(s): MKT 2205.