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MKTG 454 Advertising Strategy

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The company spends $560 billion on global advertising, most of which is wasted. This MKTG 454 Advertising Strategy course aims to teach students to be stronger and more independent, with a focus on developing more effective advertising on traditional and digital channels. This category is designed for client managers responsible for advertising and general managers responsible for supervising communication, involving advertising strategy and implementation. In a booming marketing ecosystem, having a strategic lens has never been more important. This course focuses on the core development of any advertising strategy (creative task) that manages and directs relationships with creative partners. In the first half of the year, he devoted himself to general advertising strategies-establishing meaningful goals; choosing attractive advertising goals, identifying effective ideas and establishing effective brand status. The rest of the course will explore the strategic plan for tactical execution-understanding the media, evaluating creativity and measuring performance. The focus in class is practical application. Therefore, these courses will use practical examples to analyze advertising issues. Students check case studies once a week, complete some case assignments, solve the company's current situation through group assignments, and complete the final version, including small cases.

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