MK 4300 - Advertising

3 Credit Hours
Prerequisites: MK 3010.
Requirements: Must meet RCB upper division course requirements and 45 semester hours.

Description
This course examines advertising as a business, as a marketing tool, as a creative process, and as a hybrid discipline which draws from both the arts and the sciences. The course is taught from a social as well as a managerial orientation. From a social perspective, emphasis is placed on the history of advertising, as well as current social, ethical, and legal issues. From a managerial perspective, students learn about the advertising process, including such topics as diagnostic evaluative research, concept development, creative and media strategy, and global issues.