MRKT 1201 - Advertising & Sales Promotion

4.5 Credits

Students learn the theory, practice and techniques of advertising. The role of advertising and sales promotion in the economy is also considered. The course includes a general survey of the kinds and purposes of the media, the psychological implications of typical appeals, and limited practice in promotional programming. The student coordinates advertising, display and publicity in the context of a realistic sales promotion program.

Recommended: MRKT 1010

Lecture Hours: 4.5
Lab Hours: 0.0
Internship Hours: 0.0
Clinical or Practicum Hours: 0.0

Course Objectives

Categorize and assess advertisements according to type, target audience, and effectiveness in achieving marketing objectives.
Explain how advertising functions as a strategic communication tool to achieve marketing and brand objectives within an integrated marketing framework.
Analyze how effective advertising strategies contribute to organizational growth, customer engagement, and overall business success.
Critically evaluate advertising campaigns based on strategic intent, creative execution, ethical standards, and measurable outcomes.
Design and produce advertising materials for specific products, services, or institutions targeted to defined market segments using appropriate media channels.

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