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2011-2012 University Catalogue
The University of the Arts
   
 
  Jan 17, 2018
 
 
    
2011-2012 University Catalogue [ARCHIVED CATALOG]

CMMC 321 - Advertising Strategy Development

3 credits
The business side of creative advertising, this course examines the functions of the various departments within an advertising agency, focusing on strategic development, and introduces the three key steps in that development-market segmentation, brand positioning, and research. Students learn a variety of qualitative and quantitative research methods and analytical methods and apply what they have learned by developing and presenting an advertising strategy for an actual product.

Prerequisites LACR*102 or LACR*103

Priority enrollment to Communication majors and Strategic Advertising minors.