MAKT 314 – Advertising/Sales Promotion –3 hours credit –Introduction to field of advertising including agencies, media, layout, copy, typography; emphasis on various media associated with sales promotion and on need to coordinate entire promotional mix. Other areas of emphasis will include elements and process of developing effective advertising programs; when and how to use refunds, coupons, contests, trade shows, etc. Pre-requisite(s): MAKT 301.
LEARNING OUTCOMES
Upon successful completion of this course, students will:
- Understand the theory and research regarding consumer behavior, as well as the role of Promotional Management relative to the other elements of the marketing mix.
- Understand how the Promotion Management process is an integrated framework and how the creative strategy pertains to the Promotion Management process.
- Analyze market opportunities.
- Understand the difference between consumer and business to business customers.
- Understand Product Life Cycle and how to market the product through the various stages of the product life cycle.
- Evaluate the various channels of distribution for selection and learn how to manage them.
- Manage and deliver marketing programs.