MKAD2260

Using a unique blend of creative thinking and brand communication strategies, students will develop skills in how to use advertising and other communication tools in a coordinated manner to build and maintain brand awareness, brand contacts and brand preference. This course will provide students with a thorough understanding of the entire marketing campaign process. Attention will be on the strategic thinking of brands, focusing on brand positioning and how brands can be best managed to improve customer experiences. Students learn how to deliver creative messages and incentives and learn how to measure their effectiveness. Students create and present an integrated advertising campaign and plans book that includes multiple media executions of a single, unified message, theme or concept.Student Learning Outcomes

• Describe the methods used in conducting marketing research.
• Analyze and develop target consumer segments for a given brand and/or service.
• Apply the process of developing a campaigns creative strategy.
• Develop a campaign's creative strategy.
• Calculate and allocate the campaign budget.
• Produce a comprehensive integrated marketing campaign.
• Discuss various campaign measurement tools and techniques.
• Outline the relationship between ethics, social responsibility, and advertising.
• Develop project management and organizational skills to meet project needs and deadlines.