JOUR 433 - Advertising Competition

Institution:

Point Park University

Subject:

JOURNALISM

Description:

Students prepare an IMC campaign and present it at the National Student Advertising Competition of the American Advertising Federation. Campaigns have been for a car, credit card company, airline and a magazine publisher, all of which sponsored the annual competition. Students assume job titles and descriptions and produce a comprehensive IMC plan, involving research and all forms of the Integrated Marketing Communications process, including media. Prerequisites: Completion of all School of Communication and PRAD required core courses. Course Objectives Upon successful completion of the course, students should be able to: (1) Perfect the skills necessary to write, design and present a professional level IMC campaign within a team environment. (2) Engage in primary and secondary research methods as well as develop a tactical ability to conduct and analyze research for organizations. (3) Improve abilities to understand, interpret and counsel management professionals with respect to complex marketing situations involving pricing, distribution, brand personality, product appeal and integrated promotions. (4) Further develop the capabilities of understanding the marketing mix including situation analyses, competitive factors, measurable objective settings, complex media mix patterns (traditional, social, direct) and communications evaluation and measurement methods. (5) Develop the professional edge enabling future employers to see positive, creative, intelligent individual talent and the ability to work under pressure with multi-tasking and teamwork. (6) Develop leadership and followership abilities to high levels.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.pointpark.edu

Phone Number:

(412) 391-4100

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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