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: 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: Consumer Market Segmentation cont. Consumer Persona Worksheet Assigned
Week 5
Class A: Mapping The Consumer Journey (Watch: Consumer Mapping Video) Individual Project assigned
Class B: Components of A Successful Advertising Strategy Part 1 Consumer Persona Worksheet Due
Class C: Midterm Exam Review
Week 6
Class A: Midterm Exam
Class B: Components of A Successful Advertising Strategy Part 2 Group Project assigned
Week 7
Class A: The Creative Brief: Planning and Research (Textbook Ch. 10)
Class B: Traditional Advertising Methods (Textbook Ch. 14)
Week 8
No Class
Week 9
Class A: Traditional Advertising Tools
Class B: Online Advertising Methods (Textbook Ch. 15 & 16)
Week 10
Class A: Online Advertising Tools
Class B: Media Planning (Textbook Ch. 9) Group Project Creative Brief due
Week 11
Class A: Group Project Workday - Choosing Channels
Class B: It’s All About The Data: Measuring ROI In The Age of Big Data Individual Project due
Week 12
Class A: The Creative Eye
Class B: Visual Content Strategy
Week 13
Class A: Visual Content Workshop
Class B: Messaging Strategy and Copywriting (Textbook Ch. 11 p. 351-371)
Week 14
Class A: Written Content Strategy
Class B: No Class Media Plan due
Week 15
Class A: Written Content Workshop
Class B: Group Project Workday
Week 16
Final Group Presentations During Our Final Exam Block (NO Exam, Just Group Presentations)