Oct 01, 2023  
2020-2021 Undergraduate Academic Catalog 
2020-2021 Undergraduate Academic Catalog [ARCHIVED CATALOG]

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BA 4668 - Promotion and Advertising Strategies

3 lecture hours 0 lab hours 3 credits
Course Description
This course provides an in-depth examination of the promotional alternatives available to firms’ advertising, personal sales, sales promotions and public relations. Promotional strategies are analyzed in view of the company’s marketing objectives, market conditions and the competitive environment. A basic objective of the course is to study the variables that will determine the optimal promotional “mix.”  (prereq: BA 2661 )
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
  • Recognize the critical role communication plays in marketing programs
  • Recognize the importance of effective brand and product positioning, and utilize the strategies that help establish a positive position
  • Comprehend the relationship between a company’s promotional efforts, the efforts of competition, and the opportunities and threats that result from these activities
  • Recognize the steps of effective advertising management
  • Recognize how visual and verbal messages are used in ads
  • Create and implement a media strategy
  • Recognize the important relationships between advertising programs and other parts of the promotional mix
  • Adapt marketing communications functions to Internet programs
  • Recognize the various levels at which IMC programs should be assessed
  • Demonstrate an understanding of IMC principles and practices through developing a comprehensive IMC program

Prerequisites by Topic
  • Basic understanding of marketing principles

Dr. Michael Payne

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