Analytical approach to the study of marketing communications of business firms and other types of institutions. Attention focuses on the process and the challenges involved in developing effective communication strategies for organizations. Students learn to identify the role of advertising as it relates to other marketing functions and other promotional activities.

Oasis Title

INTEG MKTG COMM

Duplicate Credit

Not open to students with credit in MARK 8620

Semester Course Offered

Offered every year.

Grading System

A-F (Traditional)

Prerequisite

MARK 7510

Course Objectives

Students will gain an appreciation of the role of advertising as it relates to other marketing functions and other promotional activities.

Students will develop an understanding of the advertising industry and the environment in which it operates.

Students will practice theoretical and analytical skills necessary for the development, execution, and evaluation of advertising strategies.

Students will present and defend their recommendations for advertising strategy, and critically examine and discuss the recommendations of others.

Topical Outline

Process of developing effective communication strategies Challenges of developing effective communication strategies Role of advertising: other marketing functions Role of advertising: other promotional activities

Syllabi MARK 7625
Credit Hours 1.5 to 3.0

Schedule of Classes

Summer 2014

No scheduled meetings.