MAR 3313 Advertising Management

Over the past decade, the number of choices that consumers have to consume different brands and different media has exploded. Now, more than ever, brands must engage with potential consumers. How do you get through to your core audience effectively and efficiently and move them from the point of awareness to the point of purchase and repeat purchase. This is the main question that this course addresses. The course focus is on the design of suitable messages, as well as on the utility of different media vehicles, at different points of the consumer decision chain. At the end of this course, students would acquire an understanding of basic advertising fundamentals, analyses and activities that comprise advertising management. Students would practice the process of analyzing an advertising environment or structure, formulate advertising and brand strategy, and develop and implement an advertising campaign. The practice of advertising as affected by relevant behavioral science and management science theory; the decision-making process regarding advertising objectives, copy selection, media selection, and budget setting. Prerequisite(s): MAR 1001 or MAR 1001H.

Credits

3