Course Competency 1: Explain the elements and selection of the promotional mix.

• Explore integrated marketing communications.
• Investigate advertising's connection to the promotional mix.
• Discuss personal selling and its connection to the promotional mix.
• Investigate public relations as it applies to the promotional mix.
• Discuss sales promotion and how it applies to the promotional mix.
• Explore direct marketings importance to the promotional mix.

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Course Competency 2: Explain the role of promotions in marketing.

• Distinguish advertising it from other forms of marketing.
• Explain the role advertising plays in business and marketing.
• Examine how advertising evolved with the history of commerce.
• Describe the impact of advertising on society.
• Evaluate the impact advertising has on the economy.
• Examine the social connection to advertising.
• Explain ethics in advertising.
• Describe how government agencies regulate advertising.
• Investigate fraudulent and deceptive advertising.
• Explain the role of advertising in facilitating satisfying exchanges.
• Identify the members of the creative team and their primary responsibilities.
• Describe the characteristics of great advertising.
• Explore the roles people play at different stages of the creative process.

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Course Competency 3: Examine the strategies of brand management.

• Illustrate the various methods advertisers use to segment and aggregate consumers and business markets.
• Analyze how defining a target market enhances a product’s branding strategy.
• Investigate the principles of brand management.
• Explain how branding enhances the differentiation of product.
• Explain the role of creative branding strategy and its principal elements.
• Show how brand advertising enhances creativity.
• Produce a brand advertisement strategy using story telling steps.

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Course Competency 4: Explore the types of promotional media.

• Examine positive and negative effects of broadcast (television and radio) media.
• Explain positive and negative effects of print media.
• Examine positive and negative effects of social network and viral marketing media.
• Identify the positive and negative effects of outdoor media.
• Examine positive and negative effects of internet media.
• Explain how to measure each type of advertising media.

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Course Competency 5: Explain the appropriate use for each type of media.

• Explore examples of advertising media available.
• Analyze the effects of each advertising media on a potential client.

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Course Competency 6: Investigate factors that affect media cost.

• Analyze each type of advertising media cost.
• Determine how each advertising media evaluates cost.
• Explore how advertising impressions ad to campaign proposal effectiveness.

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Course Competency 7: Evaluate the relationship of ethics and promotions.

• Describe the connection advertising has on our social norms.
• Investigate strategies used by marketers to enhance its perception in society.
• Explore how advertising is perceived by others outside of the industry.
• Define puffery in advertising.
• Explain perception without awareness in advertising.
• Explore the effects advertising has on children.

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Course Competency 8: Explain the importance of media planning.

• Describe the major factors used in segmenting target audiences for media planning purposes.
• Discuss the challenges associated with programmatic ad buying and cross-platform media options.
• Explain the meaning of reach, frequency, gross rating points, target rating points, effective reach, and other media concepts.
• Discuss the logic of the three-exposure hypothesis and its role in media and vehicle selection.
• Review the application of media planning software and actual media plans.

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Course Competency 9: Develop a Promotional Campaign for a local client.

• Review processes used for developing an advertising campaign.
• Develop an integrated marketing communication advertising campaign.
• Create an advertising campaign proposal.
• Present advertising campaign to prospective client.