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12634 (v.2) Advertising Strategy 310
Area: School of Marketing Contact Hours: 3.0 Credits: 25.0 Seminar: 1 x 3 Hours Weekly Prerequisite(s): 10850 (v.4) Marketing 100 or any previous version
Deeper understanding of the role and function of strategic planning in marketing communications. Focuses in detail on market segmentation and positioning, brands and brand management, and the science of effective advertising. A substantial portion of theunit will concentrate on advertising research.
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