Advertising

Course Number: BA 239
Transcript Title: Advertising
Created: September 1, 2012
Updated: August 26, 2019
Total Credits: 3
Lecture Hours: 30
Lecture / Lab Hours: 0
Lab Hours: 0
Satisfies Cultural Literacy requirement: No
Satisfies General Education requirement: No
Grading options: A-F (default), P-NP, audit
Repeats available for credit: 0

Prerequisites

WR 115, RD 115 and MTH 20 or equivalent placement test scores

Course Description

Exploresthe elements of advertising such as planning and creating.  Covers the identification of a target audience and strategies for how to reach it. Stresses integrated marketing communication since advertising is a component of marketing. Prerequisites: WR 115, RD 115, and MTH 20 or equivalent placement test scores. Audit available.

Intended Outcomes

Upon successful completion of Advertising, the student will be able to:

  1. Understand the overall role advertising plays in marketing to consumers and businesses.
  2. Recognize and understand the differences between and within consumer and business target markets.
  3. Understand advertising strategies.
  4. Identify and use various advertising media.

Outcome Assessment Strategies

Assessment may include: group discussions, case study analysis, individual or group projects, presentations, completion of examinations and quizzes.

Course Activities and Design

The determination of teaching strategies used in the delivery of outcomes is generally left to the discretion of the instructor. Here are some strategies that you might consider when designing your course: lecture, small group/forum discussion, flipped classroom, dyads, oral presentation, role play, simulation scenarios, group projects, service learning projects, hands-on lab, peer review/workshops, cooperative learning (jigsaw, fishbowl), inquiry based instruction, differentiated instruction (learning centers), graphic organizers, etc.

Course Content (Themes, Concepts, Issues and Skills)

Themes, Concepts, Issues

  1. History of advertising and how it has evolved.
  2. Target marketing and the marketing mix.
  3. Communication and consumer behavior.
  4. Planning in advertising and marketing.
  5. Creative process:  strategy, process, art, and copy.
  6. Diversity of media channels used to reach the target audience.
  7. Integrated marketing communication.