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2011-2012 Saint Joseph’s College Online [Archived Catalog]

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MK 301 - Advertising

This course examines the role of advertising in the creation of brand value, using the communication platform to integrate and add value to brands, through clearer understanding and alignment of the target market, message, media and other components of the promotional mix.

Prerequisites & Notes
MK 201

Assignment Overview
Assignments: 8 Week Course 

Interactivity: Discussion Board

Final Assessment: Final Project Paper

Course Learning Objectives
Upon completion of this course, you should be able to do the following:

  • Value the role of Advertising as part of the marketing mix. 
  • Assess the importance of target markets and segmentation in the development of advertising. 
  • Recognize the role of message in the communications mix. 
  • Evaluate the role of media in the advertising and communications mix. 
  • Integrate Advertising into other elements of the communications mix.


Credits: 3


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