This course provides students with a comprehensive framework and tools to understand the advertising process and to appreciate managerial and theoretical perspectives in advertising. It tackles the stages in developing an advertising plan- from analyzing the situation and defining clear advertising objectives to execution. Students learn tools related to various skill areas in advertising, including account planning, media planning and buying, and copywriting/art direction, while developing a broader appreciation of how each skill area fits into the overall structure of the advertising process. Coursework involves a comprehensive group project that utilizes learning in all functional areas of advertising, while simulating the development of an advertising campaign.

Marketing (Undergraduate)
3 credits – 15 Weeks

Sections (Fall 2022)

MKTG-UB 3-000 (10504)
09/01/2022 – 12/14/2022 Thu
6:00 PM – 9:00 PM (Evening)
at Washington Square
Instructed by Cohen, Daniel