MKTG 411Advertsng/Mktg Promotions Mgt

Catalog

Advertising and Marketing Promotions Management (3) This course examines the role of advertising and its use within the portfolio of persuasive communications used by marketers and its impact on the revenue goals of organizations. The course emphasizes how these promotional campaigns are planned, created, budgeted, and executed. Students examine how advertising affects consumers and buyers by altering beliefs, attitudes, cognitive processing, and purchase intentions. The course explores legal and ethical consequences as a critical element of the advertising process. The course also emphasizes the role of artificial intelligence (AI). Prerequisite: completion of 60 credit hours (junior standing). Prerequisite/Concurrent: KSB-213 or MKTG-301.