BUS 530 - Advertising & Promotions

3 credit(s)
Examination of advertising and promotion principles from an integrated marketing communications perspective. Topics include consumer and market analysis, creative strategy, media selection, promotional budgeting, campaign evaluation, and agency relations. This course will provide a theoretical foundation for making effective advertising and promotion decisions. Students will gain an understanding of the role of advertising and promotions as it relates to other marketing functions such as branding and pricing, strategic advantages of an integrated marketing communication campaign as well as an understanding of the advertising industry and the social environment in which it operates.
Prerequisite(s): BUS 510.