MKTG 261 - Digital and Social Media Advertising

Description
Perhaps no component of marketing has undergone the degree of change as advertising. And yet, despite the abrupt and sweeping conversion from analog mediums (print, broadcast and out of home) to digital mediums (social media, websites, mobile and more) the main goal of advertising remains the same as it was nearly 400 years ago. To attract attention. Once a privilege enjoyed by the elite or enormously wealthy brands, the onset of digital communication has made effective advertising, for pennies on the dollar, accessible to everyone from an individual for a fortune 500 company. This course will introduce core concepts in advertising, such as objectives, strategies, on both, the creative and media buy sides of the industry. Advertising theory will be applied using case studies and a term project that will assemble a media buy plan as well as a creative brief. Additionally, learners in this course will be required to earn certification in two Meta online courses: Digital Marketing Associate & Creative Strategy Professional.

3 Credits

Time Guidelines
The standard instructional time for the day-time course offering is 60 hours. On campus evening/week-ends and fully online hours will vary.

Prerequisites

One of:
- MKTG 260
- MKTG 1060

Equivalents
MKTG 4040