MK 490 - Seminar in Advertising Strategy
(3 cr.) The course presents a study of issues involved in strategic planning of advertising and integrated communications programs for a product, service or institution. The course emphasizes the link between marketing and advertising strategy, and the integration of mass-media communications within a promotional strategy. Elements of brand development strategy, evolving creative themes and media strategy are covered, as well as the planning process itself. A mix of advertising, promotions and integrated communications case studies, simulations and term projects are used as instructional methods. Prerequisite: MK 312 or MK 332; Every Year, Fall

Fall 2016