Marketing Communications: Advertising and Social Media

2 credits · Owen Graduate School of Management

This course covers the overall communications strategy with prime emphasis on the role of advertising and theories of how advertising works. Typical topics covered include targeting, creative strategy, media strategy, including an emphasis on social media, budgeting, setting communications objectives, and advertising agency management. Complements MGT 6464, Sales Promotion. Assignments include readings, cases, written case reports, and advertising group projects. Prerequisite: MGT 6361. [2]