CMMC 321 - Advertising Strategy Development

The business side of creative advertising. 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. Formerly CM 371

Prerequisites & Notes
Priority enrollment to Communication majors and Strategic Advertising minors.

Credits: 3 cr, 3 hrs