BU472
 Advertising
 0.5
Using a combination of business cases, assigned readings, lectures and a
simulation game, this course will first discuss the economic and social role
played by advertising in our society, and the relationship of advertising
to other elements of the marketing mix. Subsequently, the advertising
industry, approaches to the development of advertising budgets, and the
planning of advertising strategy and tactics will be discussed. Students
will participate in the development of an entire advertising campaign from
start to finish as role-players in the simulation game. Approaches to the
determination of the effectiveness of advertising under various kinds of
conditions will be discussed during the latter part of the course.
Prerequisite: BU362