Week 1
Class A: Introduction to Advertising Management
Class B: Advertising & Integrated Marketing Communications (Reading: Textbook Ch. 1)
Week 2
Class A: The Big Picture: Evolution and Applications of IMC (Reading: Textbook Ch. 2)
Class B: Speaker & Marketing Quiz
Week 3
Class A: Brand Positioning and Brand Strategy (Reading: Branding Slideshare)
Class B: Understanding the Consumer (Reading: Textbook Ch. 5)
Week 4
Class A: Consumer Market Segmentation- Global vs. Local (Reading: Textbook Ch. 6 p. 172-189)
Class B: Mapping The Consumer Journey, Consumer Persona Worksheet Assigned (Watch: Consumer Mapping Video)
Week 5
Class A: Components of A Successful Advertising Strategy Individual Assignment assigned
Class B: Midterm Exam Review, Consumer Persona Worksheet Due
Week 6
Class A: Midterm Exam Review
Class B: Midterm Exam
Week 7
Class A: Components of A Successful Advertising Strategy Part 1 & 2
Class B: The Creative Brief: Planning and Research (Textbook Ch. 10) Group Project assigned
Week 8
Class A: Traditional Advertising Methods & Tools (Textbook Ch. 14) Traditional Ads Case Study Assigned
Class B: Individual Assignment Due + Minute Presentations
Week 9
Class A: Online Advertising Methods, (Textbook Ch. 15 & 16)
Class B: Online Advertising Tools, Traditional Ads Case Study Due
Class C: Online Advertising Tools Cont. Online Ads Case Study Assigned
Week 10
Class A: Messaging Strategy and Copywriting (Textbook Ch. 11 p. 351-371) Group Project Creative Brief due
Class B: Messaging Cont. & Visual Content Workshop
Week 11
Class A: The Creative: Pulling It All Together Online Ads Case Study Due
Class B: Media Planning (Textbook Ch. 9)
Week 12
Class A: It’s All About The Data: Measuring ROI In The Age of Big Data
Class B: Group Project Workday
Week 13
Class A: PR’s Role in the World of Advertising Group Project Media Plan due
Class B: The Art Of Pitching
Week 13
Class A: Group Project Workday
Week 14
Class A: Final Review
Final Group Presentations During Our Final Exam Block (NO Exam, Just Group Presentations)