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