FSH 3910 - STRATEGIC ADVERTISING MANAGEMENT: IMC

credits: 3.0
Crosslisted/Same As: MKT 3910
FSH 3910-MKT 3910 full title is: Strategic Advertising Management: An Integrated Marketing Communications Perspective (IMC) is a study of advertising and its role in reaching organizational and marketing goals. Included are the basic concepts of integrated marketing communications (IMC), the interaction between advertising and society, the creation and evaluation of persuasive marketing communications, the functions of advertising agencies, and media selection and scheduling. Objectives: This course includes experiential learning course experience involving both decision-making skills and oral-written communication skills. Overall, the course provides an overview: A) Understand the role of advertising in an integrated marketing communications (IMC) program and its importance in helping reach marketing and organizational goals; B) Demonstrate the ability to analyze the degree to which an advertisement aimed at specific market segment accomplishes its communications objective(s); C) Use the approaches and methods necessary to develop and implement effective advertising plans and advertising materials; D) Use research, talent, and creativity to integrate written and visual elements into persuasive messages; E) Understand the social, legal, ethical, and government influences on advertising decisions; F) Describe advertising medias’ characteristics, advantages, disadvantages, and buying specifications, and the reasons for choosing one medium over another; G) Understand the job functions and workings of an advertising agency and client-based, in-house agency; H) Critically observe and critique media and advertising. Method of Instruction: Lectures, discussions, guest speakers, readings, case studies, and review of key developments in the field. Method of Evaluation: Written assignments, case study presentations, and advertising/promotion project. Course Fees: TBA.

Prerequisite(s): MKT 2250 - PRINCIPLES OF MARKETING