co 4123 - advertising account planning, strategy and campaigns (3) sp

this course fosters and hones critical thinking skills related to the strategic planning, executing, and evaluation of advertising. the course accomplishes these goals through instruction on the proper construction of a creative brief. the creative brief entails one’s objectives in advertising, target selection, consumer insight, brand positioning, execution, and evaluation. at each stage, questions faced by brand managers, advertisers, and marketers are examined. both classic and contemporary advertising executions are used to illustrate key concepts. assignments focus on skills sets used by brand managers to develop ad campaigns.

prerequisites: co 2013 and ec 2413

*ec 2413 principles of microeconomics will be a prerequisite for this class. students can take ec 2413 as their social science class; their integrated coursework can come from lums, lult or luhi.