Advanced Advertising and PR Strategies

Catalog description

Building on the foundational concepts studied in MM352, this course explores integrated brand promotion (IBP) through the execution of a complete IBP project with a real-world client. As part of this project students analyze a specific industry, cultivate insights related to the client’s targeted consumers, develop objectives to solve the client’s issue from an IBP perspective, create messaging for a variety of media channels, put forth a media plan and a means for the client to effectively measure the proposed plan, and pitch the plan to the client. Through this course, students emerge with real-world, practical experience in the field of IBP. Prerequisite: MM 352 or consent.