Spring 09 Syllabus_2 - San Jos State University School of...

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San José State University ADV 122, Business-to-Business Advertising, Section 01, Spring 2009 General Information Instructor: Stephen Eckstone, Ph.D. Office location: DBH 204 Telephone: 408-971-1136 Email: [email protected] Office hours: Weds 5:30-6:00 pm and by arrangement Class days/time: Wednesdays 6:00-8:45 pm Classroom: DBH 133 Prerequisites: Advertising 91; Upper-division standing or instructor consent. Required Text: Kotler, P. and Pfoertsch, W. (2006). B2B Brand Management . New York: Springer Berlin Recommended Reading : The Wall Street Journal. Dow Jones Publishing or The New York Times Monday-Friday; The New York Times Company. Adweek or Advertising Age both are weekly publications available via subscription, through newsstand sales or available in the lib- rary. Course Description: Students will explore the role of agencies and clients who market products to businesses. Be- cause of our location, emphasis will be placed on understanding the needs and practices of high- tech and other industries and developing the ability to translate technical knowledge into per- suasive communications. Throughout the course, we will note the similarities as well as the differences between consumer and business-to-business advertising. In addition to advertising, we will explore the elements of direct mail, brochures, product publicity, audio/visual sales presentations and techniques, promo- tional products and trade shows—the complete marketing communications spectrum as it is em- ployed in business-to-business advertising. Student Learning Objectives incorporated in this class: Objective 1: Students shall be able to demonstrate an understanding of the role of advertising in Page 1 of 5
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the commerce of businesses selling to businesses. Objective 2:
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Spring 09 Syllabus_2 - San Jos State University School of...

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