MKTG 3500 - Advertising and Marketing Communications

Goals: Students will learn the principles of advertising and Integrated Marketing Communications (IMC) and be able to create and evaluate best-in-class advertising campaigns.

Content: Topics include IMC strategy and planning, history of advertising, consumer segmentation/targeting, creative development and execution (TV, Print, Digital, etc.), media buying, and advertising and ethics.

Prerequisite: MKTG 3100, grade of C- or higher

Credits: 4