Digital Advertising

Catalog description

Advertising has seen enormous transitions by the use of technology. To build a foundation in digital advertising, the student will discuss the evolution of digital advertising and its role in the marketing mix of an organization. In addition, the student will demonstrate the strategic and creative process for the selection, creation, and production of digital advertising. The student will also analyze how the concept of integrated marketing communications and digital advertising intersect to develop consumer relationships. Moreover, the student will explain the economic, social, and regulatory aspects of advertising from an ethical and biblical worldview. Prerequisite: Successful completion of marketing program courses with the exception of MKG-435 which may be taken concurrently with MKG-465