Advertising

The Advertising course teaches the principles and practices of advertising as an integral part of marketing communication. The course begins with a look at the professional opportunities available in the advertising field. Students are asked to consider environmental, ethical, and other professional responsibilities. They learn about the marketing research process and the components of advertising using the PESO model. Students apply demographics, segmentation, and the four major sales channels to define target markets and make a sales presentation. In the final Module, students use the knowledge gained about the product cycle to complete a final project simulating a promotional campaign for a new product.