BMK-2770 Advertising

Credits 3
This course explores the field of advertising and promotion and its role in the marketing process. The student learns the concept of Integrated Marketing Communications (IMC) to effectively communicate with the target market.
Prerequisite(s): Reading readiness
Formerly Formerly MKG-2770. Students may not receive credit for both MKG- 2770 and BMK-2770.
Course Outcomes
1. Relate the role of Integrated Marketing Communication (IMC) to the marketing process.

2. Correlate the components of the communication process in terms of source, message, and channel factors.

3. Distinguish the elements of advertising and how advertising fits into the marketing mix.

4. Analyze the strengths and weaknesses of the various media used in advertising.

5. Determine the steps in building an advertising campaign.