Course Contents

1. Introduction and Course Overview, Overview of Integrated Marketing Communications (IMC), the Dimensions of Advertising, the Evolution of Modern Advertising, Advertising Agencies and the Media. 2. The Marketing Mix and Advertising 3. The Advertising Research Stages: advertising strategy determination, concept development and testing, testing and evaluation of advertising. 4. Media Planning and Selection: Role of media in marketing framework, defining media objectives, planning, developing media strategies, selection and scheduling. 5. Advertising Media: Above the Line Promotion: print media, electronic media, etc. 6. Promotional Techniques: Below the Line Promotion. Sponsorship and merchandising. 7. Social Networking and Online Media 8. Advertising and Society: Environmental, regulatory, and ethical issues 9. Cultural and social Influences on consumers: Demographic, psychographic, and geo-demographic targets. 10. Evaluative Research of Integrated Marketing Communication. Impact before, during and after the IMC. Mid-term Assignment: Assess the IMC strategy of an existing product. Final Project: The students have to develop an IMC strategy for a new product.

Course Synopsis

This course introduces students to the management, planning, evaluation, and use of advertising and sales promotion. Specific topics include identifying promotional opportunities, corporate and brand image, advertising management, advertising design, media selection, consumer promotions, public relations and sponsorship. This course is a required course for the Marketing major. The course has a managerial orientation. Students take an analytical approach and apply advertising principles to solve “real world” problems. This course seeks to bridge the gap between advertising theory and practical application. Analytical advertising methods are examined from the managerial perspective.

Course Learning Outcomes

This course will help students: • To understand that advertising is oriented toward building market share and increasing sales through the development of brand image and long-run consumer loyalty. • To analyze the many elements of an advertising campaign, it’s planning, and the execution of message strategy and media selection. • To apply communication concepts: signs, field of experience, and meaning. • To understand that sales promotion focuses on short-term incentives to encourage purchase or sale of a product or service. Sales promotion is oriented toward obtaining market share and sales by immediate actions • To achieve market leadership by creating customer satisfaction through product innovation, product quality, and customer service. • To integrate ethical considerations into discussion of advertising topics throughout the course.