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MKTG 235 Advertising

Опубликовано на портале: 15-10-2003
Год: Fall 2002
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

This course focuses on the development of strategic integrated marketing communications (IMC) programs, including traditional advertising and other forms of communication such as packaging and "buzz" marketing, among others. The course focuses on understanding the role of IMC in the overall marketing process and specifically in the creation and maintenance of a branding strategy. Emphasis is placed on product positioning, understanding the communication process and consumer behavior (psychology), the measurement and evaluation of advertising effects, thinking critically regarding different creative strategies, and developing appropriate media plans. Students will work in groups to create their own IMC plans for a brand of their choice.

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См. также:
Koen Pauwels
Journal of Marketing Research (JMR). 2002.  Vol. 39. No. 4. P. 421-440. 
Daniel Ackerberg
International Economic Review. 2003.  Vol. 44. No. 3. P. 1007-1040. 
Ajay Kalra
Journal of Marketing Research (JMR). 1998.  Vol. 35. No. 2. P. 210-225. 
Luis M B Cabral
Fred M. Feinberg
Management Science. 2001.  Vol. 47. No. 11. P. 1476. 
Aviv Nevo
[Учебная программа]