Advertising and Communications Management is designed to enhance your 
knowledge of advertising strategy and decision making.  The course 
focuses on the role of planning and decision making within the 
marketing mix and within integrated marketing communication.  It views 
decision making largely from the advertiser's perspective, rather than 
the perspective of the advertising agency.  Thus, it tends to emphasize 
top marketing management issues, including budgeting decisions.  While 
many class meetings use the lecture/discussion format, others employ 
comprehensive case discussions. It is assumed that you already have 
some understanding of advertising planning:  objective-setting, message 
creation, media, and research.  However, these topics will be reviewed 
and thoroughly explored in the context of other marketing communication 
areas such as sales promotion, public relations, point-of purchase, and 
branding. Chapter assignments, readings, and specific cases encompass 
all these broader areas of marketing communication. All cases should be 
prepared in advance of class discussion, while written cases are  
typically assigned to planning teams who write a report as well as lead 
the discussion. Class discussion of course topics is an important 
element, with the goal of integrating concepts with applications.

Corporate and integrated marketing concepts
Evaluating advertising opportunity
Objective setting
Budgeting methods/advertising response functions
Creative decisions and management
Media planning and decision-making
Research decisions/evaluating advertising effectiveness
Agency-client relations
Social responsibility/ethics/regulation