Course Number and Title:
MKT 214 Advertising and Promotion
Campus Location
- Dover
- Georgetown
- Wilmington
Prerequisites
Prerequisite: MKT 212
Course Credits and Hours
3 credit(s)
3 lecture hours/week
0 lab hours/week
Course Description
This course is an overview and application of advertising and promotion principles. It introduces the evolution of advertising and the concepts of planning, advertising, research, creativity, and psychological aspects of advertising and promotional activities.
Core Course Performance Objectives (CCPOs)
-
Outline the evolution of advertising and promotion in the United States. (CCC 1, 2, 5; PGC 2, 6, 7; MKT 2, 6)
-
Explain the roles of advertising and promotion in today's business environment. (CCC 1, 2, 5; PGC 1, 2, 6, 7; MKT 2, 4, 6)
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Evaluate the impact of the advertising industry on society and on client organizations. (CCC 1, 2, 5; PGC 1, 2, 6, 7; MKT 2, 4, 6)
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Analyze the various media and promotional devices used by businesses to promote their products and services. (CCC 1, 2, 5; PGC 2, 4, 5, 6, 7; MKT 2, 6)
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Categorize demographics and other methods used to segment target markets. (CCC 1, 2, 5; PGC 2, 6, 7; MKT 2, 6)
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Develop an advertising and promotional strategy that attracts target market customers. (CCC 1, 2, 5; PGC 2, 5, 6, 7; MKT 2, 4, 6)
See Core Curriculum Competencies and Program Graduate Competencies at the end of the syllabus. CCPOs are linked to every competency they develop.
Measurable Performance Objectives (MPOs)
Upon completion of this course, the student will:
- Outline how the evolution of advertising and promotion in the United States.
- Explain how economic changes influence advertising.
- Discuss how the relationship between marketers and retailers has changed over time.
- Describe significant eras of promotion in the United States, including the impact of social change on promotion.
- Compare the basic types of agencies that can assist in brand promotion around the world.
- Discuss the advantages and disadvantages of globalized versus localized promotional campaigns.
- Explain the roles of advertising and promotion in today's business environment.
- Explain the impact of integrated marketing communication (IMC) on the potential of business development.
- Describe how targeting and position influence the promotion component in an organization’s marketing mix.
- Describe the key components of an integrated marketing strategy.
- Evaluate the impact of the advertising industry on society and on client organizations.
- Discuss societal changes that impact advertising and promotion.
- Describe how changes in information technology have impacted advertising and its client organizations.
- Explain how advertising can transmit sociocultural meaning in order to promote products.
- Discuss the impact of promotion on society’s well-being.
- Summarize ethical considerations related to brand promotion campaigns.
- Describe aspects of advertising regulated by the United States’ government.
- Analyze the various media and promotional devices used by businesses to promote their products and services.
- Identify major advertising media, and examine the advantages and disadvantages of each one.
- Discuss media approaches to creating a unified and seamless brand experience for consumers.
- Identify the main sales promotion techniques used for consumers and in, trade channels.
- Analyze the uses and appeal of product placements.
- Categorize demographics and other methods used to segment target markets.
- Articulate the importance of targeting marketing communications to consumer groups.
- Describe the role of demographics and segmentation in targeting consumer groups.
- Distinguish major demographic developments in the United States.
- Develop an advertising and promotional strategy that attracts target market customers.
- Analyze a professionally developed print ad, direct marketing piece, electronic marketing message, and sales promotion device.
- Develop a final advertising and sales promotion project integrating at least two forms of media communication.
Evaluation Criteria/Policies
The grade will be determined using the Delaware Tech grading system:
| 90-100 |
= |
A |
| 80-89 |
= |
B |
| 70-79 |
= |
C |
| 0-69 |
= |
F |
Students should refer to the
Catalog/Student Handbook for information on the Academic Standing Policy, the Academic Integrity Policy, Student Rights and Responsibilities, and other policies relevant to their academic progress.
Final Course Grade
Calculated using the following weighted average
|
Evaluation Measure
|
Percentage of final grade
|
|
Exams (4) (Summative Assessments) (equally weighted)
|
50%
|
|
Project/Presentation (Summative Assessments)
|
25%
|
|
Formative Assessments (Assignments/Activities/Case Studies/ Quizzes)
|
25%
|
|
TOTAL
|
100%
|
Program Graduate Competencies (PGCs are the competencies every graduate will develop specific to his or her major)
- Integrate professional, ethical and legal standards into business practice.
- Employ the various theories of management and marketing in a business.
- Develop integrated sales presentations.
- Utilize graphic design elements to develop professional hard-copy and electronic marketing/advertising materials.
- Apply e-Marketing techniques to create a competitive presence.
- Analyze the marketing strategic planning process of an organization.
- Evaluate the actions taken to acquire and retain customers.
Core Curriculum Competencies (CCCs are the competencies every graduate will develop)
- Apply clear and effective communication skills.
- Use critical thinking to solve problems.
- Collaborate to achieve a common goal.
- Demonstrate professional and ethical conduct.
- Use information literacy for effective vocational and/or academic research.
- Apply quantitative reasoning and/or scientific inquiry to solve practical problems.
Students in Need of Accommodations Due to a Disability
We value all individuals and provide an inclusive environment that fosters equity and student success. The College is committed to providing reasonable accommodations for students with disabilities. Students are encouraged to schedule an appointment with the campus Disabilities Support Counselor to request an accommodation needed due to a disability. The College's policy on accommodations for persons with disabilities can be found in the College's Guide to Requesting Academic Accommodations and/or Auxiliary Aids Students may also access the Guide and contact information for Disabilities Support Counselors through the Student Resources web page under Disabilities Support Services, or visit the campus Advising Center.