BUS 376 Advertising & Promotion Management

This course is designed to prepare students for the current and future directions of the advertising and promotion field. Several events have led corporate decision-makers to become more accountable for how they spend their advertising and promotion dollars. This course will place emphasis on understanding and developing Integrated Marketing Communications (IMC) campaigns - which incorporate advertising, consumer and trade promotion, personal selling, database management, publicity, internet marketing, customer relationship management into a seamless communications program designed to achieve measurable gains in sales, brand awareness, brand equity, and customer loyalty, to name a few. A major portion of the class will be devoted to understanding advertising management, theory, message strategies, appeals, execution, and media selection. Students will be required to prepare an IMC campaign for the course. Prerequisite: BUS 253.