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
0 offsite lab hours
Course Description
This course introduces the principles and practices of advertising and promotion, emphasizing their role in today’s dynamic marketplace. Students explore the evolution of advertising, strategic planning processes, research methods, creative development, and the psychological factors that shape consumer behavior. Practical applications highlight how organizations design and implement effective advertising and promotional campaigns to build brand awareness, influence audiences, and support business objectives.
Core Course Performance Objectives (CCPOs)
- Describe the evolution of advertising and promotion in the United States. (CCC 1, 2, 5; PGC 2, 4)
- Explain the roles of advertising and promotion in today's business environment. (CCC 1, 2, 3; PGC 2, 3, 4)
- Describe the impact the advertising industry and society have on each other. (CCC 1, 2, 4; PGC 2, 3, 4)
- Analyze the various media and promotional devices used by businesses to promote their products and services. (CCC 1, 2, 5; PGC 2, 3, 4)
- Examine demographics and other methods used to segment target markets. (CCC 2, 5, 6; PGC 2, 5)
- Develop an advertising and promotional campaign that attracts target market customers. (CCC 1, 2, 3, 4; PGC 2, 3, 4)
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:
- Describe 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.
- Explain the roles of advertising and promotion in today's business environment.
- Explain how integrated marketing communication (IMC) supports 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.
- Describe the impact the advertising industry and society have on each other.
- Discuss societal changes that impact advertising and promotion.
- Describe how advances in information technology have affected advertising and client organizations.
- Describe ways advertising transmits sociocultural meaning to promote products.
- Discuss the impact of promotion on society’s perceptions.
- Discuss 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 the major types of advertising media.
- Describe the advantages and disadvantages of major advertising media.
- Discuss media approaches to creating a unified and seamless brand experience for consumers.
- Identify the common sales promotion techniques used for consumers and in trade channels.
- Analyze the uses and appeal of product placements.
- Explain the significance of return on investment (ROI) in evaluating marketing and advertising effectiveness.
- Examine demographics and other methods used to segment target markets.
- Explain the importance of targeting marketing communications to specific consumer groups.
- Describe the role of demographics and segmentation in targeting consumer groups.
- Differentiate major demographic developments in the United States and their implications for market segmentation.
- Develop an advertising and promotional campaign that attracts target market customers.
- Analyze professional examples of print, direct marketing, electronic, and sales promotion media.
- Design a final advertising and promotional campaign that integrates at least two forms of media communication.
- Incorporate technology to enhance audience targeting and message delivery.
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 | Grade | Summative Assessments | 2-3 Projects | 25% | Integrated Marketing Campaign (IMC): Small Business Advertising Plan | 20% | | Integrated Marketing Campaign (IMC): Presentation | 15% | Formative Assessments | The course will contain various formative assessments including but not limited to: - Assignments
- Discussions
- Quizzes
| 40% | 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 decision-making.
- Apply foundational business concepts that lead to strategic thinking and the ability to analyze complex problems.
- Use professional and technology-based skills that are relevant to the dynamic business environment.
- Employ effective communication skills and collaboration strategies to promote positive organizational outcomes.
- Apply skills necessary to analyze and interpret business and financial data for decision-making purposes.
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.