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MAR 3326 Syllabus 2013 Sumer C

Purpose of mar 3326 principles of advertising the

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Purpose of MAR 3326: Principles of Advertising The overarching purposes of MAR 3326 are to: Enable you to engage advertising in the contexts of business and marketing by providing an opportunity to gain basic advertising skills and fundamental knowledge of advertising thought and concepts, methods, processes, and practice Prepare you to undertake advanced courses in advertising and promotion, branding, product/service innovation, and other marketing courses Qualify advertising majors for the Marketing Department’s Advertising Internship Program Course Learning Objectives The broad learning objectives for MAR 3326 require proof that you can: 1. Gather information and secondary data from FAU Library’s online databases and electronic journal collection and use it correctly in profiling a company, a brand, environments facing an advertising campaign, competition, market segments and a target market so that better campaign decisions and plans can be made 2. Integrate basic marketing strategies, persuasion concepts, and advertising principles in developing a cohesive advertising campaign 3. Use creative thinking techniques, copywriting principles, and fundamentals of technical execution to design advertisements that align with campaign strategy 4. Apply fundamental concepts of media planning to develop a basic media plan Course Structure The course structure highlights how you will progress through the course. The starting point is the Orientation—Start Here Module. 1. Orientation—Start Here 2
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Gain key skills, information, and insights enabling your success in the course. Learn how to use FAU Library’s electronic journals and activate your Owl Card. Identify sources of assistance. Examine the netiquette policy and selected course policies. Find all policies below. Learn how to access Blackboard tutorials so you can use Blackboard features to undertake course requirements. Blackboard tutorials provide assistance in discussion board and wiki participation, assignment submissions, email, Collaborate, and the like. 2. Learning Unit 1—Situation Analysis Use secondary research to profile a company, brand, marketing environments, and competition and to identify market segments. Gain insights into buyers’ needs and wants, buyers’ perceptions of value, market segmentation and target markets, branding, positioning, and the marketing mix (i.e., products and services, price, place/distribution, and promotion). Learn how brand strategy elements are used to develop a brand concept and how advertising is used to create a customer brand mind-set. 3. Learning Unit 2—Strategic Campaign Planning Learn how to identify and write the campaign problem, develop broad campaign goals, and establish desired effects—the results expected of an advertising campaign. 4. Learning Unit 3—Message Strategy and Creative Component Set parameters on advertising message strategy by developing a cohesive and focused creative brief. Learn how to describe the true relationship between a brand and its customers by developing a blueprint statement. Use creative thinking techniques to come up with relevant creative concepts for advertisements and an advertising campaign. Apply technical principles in
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