Course

Course Summary
Credit Type:
Course
ACE ID:
ICS-0078
Organization's ID:
MKT310
Organization:
Penn Foster College
Location:
Classroom-based
Length:
Self-paced (52 weeks)
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Lower-Division Baccalaureate 3 Advertising, Marketing, or Advertising and Integrated Marketing Communications
Description

Objective:

The course objective is to learn about the global effect of advertising and integrated marketing communications (IMC), as well as how to use various strategies to plan, execute, and evaluate advertising and IMC campaigns so students become part of an effective marketing campaign.

Learning Outcomes:

  • Describe the impact that advertising and marketing have on society
  • Explain how marketers determine consumers' purchasing motives and incorporate that information in the marketing mix
  • Describe the importance of a creative IMC plan
  • Identify ways that copy and print, electronic, and digital interactive media are used effectively in marketing
  • Explain the importance of social media, supplemental media, and relationship building in marketing strategy

General Topics:

  • Advertising and integrated marketing communications
  • Planning the campaign: part 1
  • Planning the campaign: part 2
  • Executing and evaluating the campaign: part 1
  • Executing and evaluating the campaign: part 2
Instruction & Assessment

Instructional Strategies:

  • Practical Exercises

Methods of Assessment:

  • Examinations
  • Quizzes
  • Written Papers

Minimum Passing Score:

70%
Supplemental Materials

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