This course will examine the advertising industry from both client and service (agency) side with focus on integrated marketing communications (IMC), as practiced by marketing managers. With the erosion of traditional media, the use of digital and interactive tools, plus growing privacy concerns, marketers are continuously striving to break through the clutter to effectively communicate with their target audiences. The process begins with understanding the consumer and related motivators, then establishing an effective message, supported by media placement and metrics. Students will explore and apply industry relevant skills by developing advertising strategies and programs supported by a media plan, within a client-agency environment. As a Work-Integrated Learning experience, students will participate in an advertising client campaign simulation project.
BMKT 261 is an approved Experiential course for Cap core requirements.
Please note: Course outlines of record posted may vary from the section syllabus distributed by each instructor (e.g. textbooks, assignments, timing of midterms).
|Fall 2021 onwards