Upon completion of this course, a student will be able to:

•	Identify the role of advertising as it related to other
        marketing functions  and other promotional activities.
•	Understand the advertising industry and the environment
        in which it operates
•	Develop the theoretical and analytical skills necessary 
        for the initiation, execution and evaluation of 
        advertising strategies.
•	Develop, write and present an Integrated Marketing 
        communications plan.
•	Present and defend their recommendations and critically 
        examine and discuss the recommendations of others.
•	Demonstrate effective teamwork, teambuilding, 
        leadership, listening, critical thinking, problem 
        solving and communication skills.

•  Introduction to Integrated Marketing Communications 
   and its role in the marketing process. 
•  Brand Building and its relationship with
   communications
•  Role of Advertising Agencies
•  Consumer Behavior and its relevance to advertising and 
   communication
•  Developing marketing communications creative strategy
•  Media planning and strategy
•  Evaluation of broadcast and print media
•  Types of and use of support media
•  Direct marketing
•  The Internet and Interactive Media
•  Sales Promotion
•  Public Relations, Publicity and Corporate Advertising
•  Measuring the Effectiveness of the Promotional Program
•  The marketing communication process
•  Source, message, and channel factors
•  Objectives and budgeting for marketing communications