MCM 497F Advertising
This comprehensive examination of advertising provides students with a foundation and an understanding of the process of advertising, as well as the ability to analyze advertising campaigns critically. The case study method is used to explore the marketing mix, budgeting, media strategy, creative execution, planning, coordinating advertising with promotion, working with client or agency, and the social responsibility of advertisers. The course will explore the theories of how advertising works, both theoretically and in the real world. Students will learn and begin to practice the core disciplined processes and tools through both real life examples/cases and in the development of their own advertising and media plan for their own team brand. Students will be exposed to a significant amount of very effective advertising, as well as weak advertising and will learn to interrogate its effectiveness and weakness through the core principles and processes. Open to MCM, MBA, and HC MBA students.