Course Description


MKTG 351 Advertising Campaigns (3)

Bates, K.

CRN 42                 Limit 35
T-Sa (1/17 – 21)   9 a.m. – 5 p.m.     OH-331

Prerequisites: MKTG 300 and (MKTG 350 or MKTG 410 or MKTG 420) and (MATH 130 or MATH 150 or MATH 151)

Advertising Campaigns involves the analysis of market behavior, trends, and consumer motivation, with an emphasis upon the creation of an advertising campaign. Students conduct marketing research within a selected target market, develop a strategic brand position, and develop a campaign to effectively convey their brand’s position and value to the intended target audience. This course challenges students to push their creative capabilities while remaining within the parameters of sound marketing research and strategic objectives.

MKTG 490 Marketing Strategy (3)

Ellis, S.

CRN 43                 Limit 35
M-F (1/9 – 13)      9 a.m. – 5 p.m.      OH-331

Prerequisites: MKTG 300, and (MATH 130 or MATH 150 or MATH 151).

This is an integrative marketing course focusing on the concepts of processes for gaining competitive advantage in the marketplace. Marketing strategy plays a key role in the successful performance of businesses in a wide variety of industries throughout the world. The role and interaction of the marketing variables (product, promotion, pricing and distribution) will be assessed in the context of the several environments affecting the firm (competitive, regulatory, stockholder, customer, and technological). Particular attention will be paid to the analysis of competitors, market segmentation, and positioning.

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