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Apr 19, 2024
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2019-2020 Academic Bulletin [ARCHIVED CATALOG]
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ECON 429 - Advertising II
Credits: 4
A comprehensive study of the advertising industry, with a focus on strategic communication planning, as well as the role of account executives and copywriters. Students gain the technical skills for conceptualizing, planning and executing advertising campaigns. They also learn how to use advertising to brand and sell products in highly competitive markets. Through experiential learning techniques, students gain practical knowledge and competencies needed to function as advertising executives in different industries. Topics include: advertising and sales promotion, positioning and branding; target definition, consumer insights communication and client management.
Prerequisite: ECON 229 .
Distribution Requirements: SB.
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