COURSE NUMBER: EWMBA267.11
COURSE TITLE: Advertising
Strategy
UNITS OF CREDIT: 1
INSTRUCTOR: Bill
Fanning
E-MAIL ADDRESS: fanning@haas.berkeley.edu
CLASS WEB PAGE LOCATION: https://bspace.berkeley.edu
MEETING DAY(S)/TIME: Sundays
2/10 & 2/24, 9:00AM-5:00PM
PREREQUISITE(S): EWMBA
Core
ABSTRACT OF COURSE'S CONTENT
AND OBJECTIVES:
Course
Overview
Advertising (and marketing
communications) is a topic of great interest, and for many reasons. For those
managers working in marketing, advertising is the tool that connects them with
their consumers. But even for those not working directly in marketing, advertising
is important as it is often the most visible representation of a brand or
company and can also be one of the larger line items in their budgets. Ultimately,
advertising is a business – and a business tool for managers. It is driven by
objectives and strategies, and this is the area that must be understood by
today’s managers. The purpose of this course will be to provide an overview of
the business of advertising and the objectives and strategies that drive it.
Students planning to pursue a career in
marketing, consulting, or general management are likely to encounter the need
for a good understanding of how advertising works and how it can be used in
their environments.
Specific topics covered in addition to an overview
of advertising and a deeper look at objectives and strategies would include
target, branding, media, other marketing communications tools, and measurement.
Class will be a mixture of lecture / discussion, guest speakers, and small
group work.
Course
Requirements Students will develop
and present a recommended advertising plan as part of their coursework. In
addition, there will be one other smaller group assignment and one individual
assignment. There will be no tests. Students must have completed the core
marketing course as a prerequisite.
BIOGRAPHICAL SKETCH:
http://facultybio.haas.berkeley.edu/faculty-list/fanning-william