Advertising Management

Course Code
MKT 411
Hours
3 hours
Type
Elective
Offered
  • Fall 18
  • Fall 19
Prerequisites
No credit in MKT 407 or COMM 317
Advertising Management --- This course covers the management of a firm's advertising effort (with some coverage of related topics like direct marketing, public relations, and sales promotions). Designed for those seeking careers in brand management or agency account management, the course covers advertising decisions on setting goals, segmentation and positioning, message content, tone, creative evaluation, budget setting and allocation, media planning and scheduling. A group project is required, and the course uses lectures, cases, and outside speakers.

Prior to Winter 2015, this course was offered as MKT 311.

Taught By
Katherine Burson
  • Associate Professor of Marketing
Katherine Burson explores judgment and decision making in consumer behavior, specifically examining systematic biases in self assessment such as over...