Dec 07, 2023  
College Catalog 2023-2024 
College Catalog 2023-2024
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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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Outcome 1: Upon completion of this course, students will be able to define advertising and its role in the marketing mix.


  1. Discuss the roles and functions of advertising within society and business
  2. Distinguish the different types of advertising
  3. Summarize the characteristics of effective advertising
  4. Analyze the changes affecting the advertising industry
  5. Explain how the communication process and consumer behavior relate to advertising
  6. Summarize the structure and the function of the advertising agency industry
  7. Identify key ethical, legal and regulatory issues in advertising
  8. 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.


  1. Distinguish between the types of strategic research and methods and their uses
  2. Describe a target market towards which an advertising campaign will be developed
  3. Explain how account planning works
  4. List the key media strategy decisions

Outcome 3: Upon completion of this course, students will be able to explain the media planning process.


  1. Outline the basic media concepts used by media planners and buyers
  2. Identify the various types of media (traditional, non-traditional and alternative) available to advertisers
  3. Contrast the advantages and disadvantages of using different types of traditional, non-traditional and alternative advertising media
  4. Demonstrate through technology (i.e. Internet or SRDS database), the ability to select and buy time/space for a variety of media.
  5. Outline the key features in an Integrated Marketing Communications plan
  6. 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.


  1. Define creative advertising and explain how it leads to a Big Idea
  2. Outline and assemble the key parts of a creative brief
  3. Describe the characteristics of creative people and their creative process
  4. Describe the creative elements of different forms of advertisements
  5. Develop and analyze copy and headlines
  6. Explain how visual impact is created in different forms of advertising
  7. 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.


  1. Examine and evaluate various Integrated Markeing Communication tools like direct marketing, sales promotion, corporate advertising, public relations.
  2. Explore the significance of alternate advertising situations like business to business, nonprofit and international advertising.
  3. Demonstrate why and how advertising evaluation is conducted
  4. Identify the key areas of media evaluation

  • 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.
CDO marked YES apply to this course:
Communication: YES
Critical Thinking: YES
Global Literacy: YES
Information Literacy: YES
Quantitative Reasoning: YES
Introduction to Advertising

  1. Advertising and Society
  2. How Advertising Works
  3. Advertising Agencies and Their Function

Advertising Strategy and Research

  1. Target Audiences
  2. Strategic Planning

Media Planning

  1. Types of Advertising Media (Print, Out-of-Home, Broadcast, Electronic, and Alternative)
  2. Media Buying

Advertising and Creativity

  1. Copywriting
  2. Design, Layout

Enhancing and Evaluating Advertising

  1. Direct Response and Sales Promotion
  2. Public Relations
  3. Special Advertising Situations
  4. Evaluating Advertising Campaigns

Primary Faculty
Beauchamp-Doll, Monique
Secondary Faculty
Rice, Joe
Associate Dean
Johnson, Elise
Balsamo, Michael

Primary Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088

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