Department of Business Studies: Marketing
- I. Course Number and Title
- MKTG200 Advertising
- II. Number of Credits
- 3 credits
- III. Number of Instructional Minutes
- IV. Prerequisites
- V. Other Pertinent Information
- VI. Catalog Course Description
- This course studies advertising theory, design, functions, principles, and procedures. It emphasizes the utilization of various media, along with the overall advertising campaign strategy based on creative problem solving. Topics include creative promotional activities, particularly as they help to integrate advertising into the marketing program.
- VII. Required Course Content and Direction
Course Learning Goals
- Course Students will:
- demonstrate cooperative relationships and work effectively in small groups as members of a creative advertising team;
- develop the necessary writing skills to advertise an organization and/or its products in today’s market;
- create an advertising campaign through cooperative group efforts to be presented in both oral and written formats; and
- prepare a written advertising plan for a client organization.
- Core (if applicable) Category III
- honor commitments made to the group
Planned Sequence of Topics and/or Learning Activities
- trace the origins of our modern advertising industry
- define and illustrate the primary terms used by media planners
- illustrate the importance of television as an entertainment, informational, educational and commercial medium
- describe the tremendous reach of radio and its appeal as a personal, selective medium both in- and out-of-home
- describe how newspapers, as the major advertising medium, are adjusting in response to educational, competitive, and technological changes
- examine the current competitive environment of magazines
- compare and contrast outdoor advertising with transit advertising
- examine innovations in direct-response marketing
- define specialty advertising and cite possible uses for such advertising
- define and discuss the several types of sales promotion
- compare and contrast sales promotion with advertising and other forms of product promotion
- discuss specific uses of sales promotion and circumstances when these techniques are most appropriate
- develop the necessary writing skills to advertise an organization and/or its products in today's market
- develop an advertising campaign through cooperative group efforts to be presented in both oral and written formats
Assessment Methods for Course Learning Goals
- Course Course learning goals are assessed using a variety of quizzes, tests, performance based tasks, and the evaluation of each group’s advertising campaign.
- Core (if applicable) Collaboration: The Core learning goal is assessed by the evaluation of the effectiveness of each group’s advertising campaign.
Reference, Resource, or Learning Materials to be used by Student:See course format.
Review/Approval Date - 2/99; Core Goals/Objectives added 4/05; Revised 11/2011