MKTG 2020 - Advertising & Promotion Management
Credit Hours: 3.00
Prerequisites: MKTG 1010
The development of the promotional blend of the marketing function is examined from the manager’s viewpoint. Special emphasis will be placed on using information technology to develop a target market. Topics include advertising, sales promotion and public relations.
Billable Contact Hours: 3
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OUTCOMES AND OBJECTIVES
Outcome 1: Upon completion of this course, students will be able to define advertising and its role in the marketing mix.
- Discuss the roles and functions of advertising within society and business
- Distinguish the different types of advertising
- Summarize the characteristics of effective advertising
- Analyze the changes affecting the advertising industry
- Explain how the communication process and consumer behavior relate to advertising
- Summarize the structure and the function of the advertising agency industry
- Identify key ethical, legal and regulatory issues in advertising
- Describe how diversity, multiculturalism, and technology are important to advertising.
Outcome 2: Upon completion of this course, students will be able to explain the process of developing and implementing media strategies.
- Distinguish between the types of strategic research and methods and their uses
- Describe a target market towards which an advertising campaign will be developed
- Explain how account planning works
- List the key media strategy decisions
Outcome 3: Upon completion of this course, students will be able to explain the media planning process.
- Outline the basic media concepts used by media planners and buyers
- Identify the various types of media (traditional, non-traditional and alternative) available to advertisers
- Contrast the advantages and disadvantages of using different types of traditional, non-traditional and alternative advertising media
- Demonstrate through technology (i.e. Internet or SRDS database), the ability to select and buy time/space for a variety of media.
- Outline the key features in an Integrated Marketing Communications plan
- Create a budget and media plan for a business or organization
Outcome 4: Upon completion of this course, students will be able to identify the fundamentals of the creative side of advertising.
- Define creative advertising and explain how it leads to a Big Idea
- Outline and assemble the key parts of a creative brief
- Describe the characteristics of creative people and their creative process
- Describe the creative elements of different forms of advertisements
- Develop and analyze copy and headlines
- Explain how visual impact is created in different forms of advertising
- Create a campaign that will fit into an integrated marketing communication program for a business or organization
Outcome 5: Upon completion of this course, students will be able to demonstrate ways to enhance and evaluate advertising.
- Examine and evaluate various Integrated Markeing Communication tools like direct marketing, sales promotion, corporate advertising, public relations.
- Explore the significance of alternate advertising situations like business to business, nonprofit and international advertising.
- Demonstrate why and how advertising evaluation is conducted
- Identify the key areas of media evaluation
COMMON DEGREE OUTCOMES (CDO)
CDO marked YES apply to this course:
- Communication: The graduate can communicate effectively for the intended purpose and audience.
- Critical Thinking: The graduate can make informed decisions after analyzing information or evidence related to the issue.
- Global Literacy: The graduate can analyze human behavior or experiences through cultural, social, political, or economic perspectives.
- Information Literacy: The graduate can responsibly use information gathered from a variety of formats in order to complete a task.
- Quantitative Reasoning: The graduate can apply quantitative methods or evidence to solve problems or make judgments.
- Scientific Literacy: The graduate can produce or interpret scientific information presented in a variety of formats.
Critical Thinking: YES
Global Literacy: YES
Information Literacy: YES
Quantitative Reasoning: YES
COURSE CONTENT OUTLINE
Introduction to Advertising
- Advertising and Society
- How Advertising Works
- Advertising Agencies and Their Function
Advertising Strategy and Research
- Target Audiences
- Strategic Planning
- Types of Advertising Media (Print, Out-of-Home, Broadcast, Electronic, and Alternative)
- Media Buying
Advertising and Creativity
- Design, Layout
Enhancing and Evaluating Advertising
- Direct Response and Sales Promotion
- Public Relations
- Special Advertising Situations
- Evaluating Advertising Campaigns
Primary Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088
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