12634 (v.2) Advertising Strategy 310

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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.