BUS 421 - ADVERTISING AND PROMOTION

Institution:

Geneva College

Subject:

Business

Description:

A comprehensive study of advertising, detailing its relationship to market practice. Topics such as advertising preparation, media selection and evaluation, consumer behavior and research, and promotional budgeting, are included. The roles of public relations, direct marketing, personal selling, and sales promotion are also explored within the context of an integrated marketing communication (IMC) program. Also, there is a laboratory attached to this class where the student will become proficient in Adobe Illustrator software for use in designing effective artwork for advertising campaigns. Lab fee $50. Fall semester. Prerequisite: BUS 320 or permission of the instructor.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.geneva.edu

Phone Number:

(724) 846-5100

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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