BUSN 263 - Introduction to Modern Advertising

Credit(s): 3
Contact Hours: 3

This is an introductory course in Advertising and Integrated Brand Promotion. The course will cover area relevant to modern advertising, offering a comprehensive overview of advertising and brand promotion from an integrated marketing communications perspective. The course covers the historical, economic, social, legal and ethical aspects of advertising along with the roles of traditional advertising as well as digital and interactive media. Students will use the elements of market research, media planning, and creative strategies to evaluate and create advertisements and comprehensive advertising campaigns. Prerequisites: BUSN 160 and BUSN 253.