MKTG 460B Advertising Management
460. ADVERTISING MANAGEMENT (Credit, 3
hours). Study of principles and practices of management
of the advertising function, including the
organization and operation of the advertising department
and the advertising agency, effective utilization
of media, planning and execution of advertising
campaigns, preparation of budgets and allocations,
relationship of advertising to the marketing mix and
the overall marketing strategy, and other relevant
topics. Prerequisites: MKTG 300, 360.