Advertising and Promotion Planning

Course Code: MKTG 4000

Academic Year: 2018-2019

This course examines the function of advertising in business, with particular attention to the fashion industry. The course examines the advertising process, its role, use, methods, purposes and limitations in addressing the strategic objectives of fashion organizations domestically and internationally. The role and responsibilities of client management and agencies are discussed with focus on the development of ethical and socially responsible advertising programs. A major assignment requires students to demonstrate competency through analysis and evaluation of an actual advertising program.