Advertising Strategy (MKTG-454-0)
1.00 Credit
TCE BidStats

Description:
Companies spend $560 billion on advertising worldwide and a great deal of it is wasted. This class is designed to teach students to be stronger critical thinkers with an emphasis on developing more effective advertising across traditional and digital channels. Created for client-side managers tasked with advertising responsibilities as well as general managers overseeing communications, the class tackles both advertising strategy and execution. In a rapidly evolving marketing ecosystem, it's never been more important to have a strategic lens. This course emphasizes the development of the central nucleus of any advertising strategy- the creative brief- to manage and guide relationship with your creative partners. The first half focuses on general advertising strategy - creating meaningful goals; selecting an attractive target for advertising, uncovering actionable insights, and developing an effective brand position. The remainder of the course examines the strategic planning of the tactical execution- understanding media, evaluating creative, and measuring effectiveness. The emphasis of the class is on practical application. As such, the courses analyzes advertising challenges through real-life examples. Students review cases weekly, complete several case assignments, tackle a current company's situation in a group assignment, and complete a take home final comprised of mini-cases.

Prerequisites:
Full-Time: (MKTG-430-0 OR MKTGM-430-0)
E&W: (MKTG-430-0 OR MKTG-440-0)

Download Schedule Information

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Academic Year Term   Session Course ID Title Sec ID   Credits Syl Instructor Times Campus Location Mand 1st Exam
2020-2021 Fall 2020 10 Weeks MKTG-454-0 Advertising Strategy 81 1 McTigue, Kevin Thomas Wed 09/19/2020-11/21/2020 6:00 PM - 9:00 PM
Wed 11/29/2020-12/04/2020 6:00 PM - 9:00 PM
Chicago TBD (Room TBA) N Remote. Learning Modalities: Entirely Remote/Synchronous
2020-2021 Winter 2021 10 Weeks MKTG-454-0 Advertising Strategy 41 1 Teeny, Jacob Tue 8:15 AM - 11:15 AM Evanston TBD (Room TBA) N
2020-2021 Winter 2021 10 Weeks MKTG-454-0 Advertising Strategy 91 1 Teeny, Jacob Sat 1:30 PM - 4:30 PM Chicago TBD (Room TBA) N
2020-2021 Spring 2021 10 Weeks MKTG-454-0 Advertising Strategy 31 1 Rucker, Derek D. Mon/Thu 03/30/2021-05/27/2021 1:30 PM - 3:00 PM
Wed 04/07/2021 1:30 PM - 3:00 PM
Wed 05/19/2021 1:30 PM - 3:00 PM
Thu 06/03/2021 1:30 PM - 3:00 PM
Evanston N/A (Room TBA) N
2020-2021 Spring 2021 10 Weeks MKTG-454-0 Advertising Strategy 32 1 Rucker, Derek D. Mon/Thu 03/30/2021-05/27/2021 3:45 PM - 5:15 PM
Wed 04/07/2021 3:45 PM - 5:15 PM
Wed 05/19/2021 3:45 PM - 5:15 PM
Thu 06/03/2021 3:45 PM - 5:15 PM
Evanston N/A (Room TBA) N Please check syllabus. Learning Modalities: Entirely remote with real-time scheduled meetings. Option to attend via Zoom from a classroom in the Global Hub with other classmates (Professor will be teaching remotely). A sign-up e-form for the “Zoom Together” option will be sent to enrolled students around mid-March.
2020-2021 Spring 2021 10 Weeks MKTG-454-0 Advertising Strategy 32ZT 1 Rucker, Derek D. Mon/Thu 03/29/2021-05/27/2021 3:45 PM - 5:15 PM
Wed 04/07/2021 3:45 PM - 5:15 PM
Wed 05/19/2021 3:45 PM - 5:15 PM
Thu 06/03/2021 3:45 PM - 5:15 PM
Evanston Global Hub (1120) N
2020-2021 Spring 2021 10 Weeks MKTG-454-0 Advertising Strategy 41 1 Pearlman, Mary Wed 6:30 PM - 9:30 PM Evanston N/A (Room TBA) N Please check syllabus. Learning Modalities: Entirely remote with real-time scheduled meetings. Option for Remote Plus In-Person, in which students have an opportunity for in-person, small group experiences with faculty – focused on content that is student-driven.
2021-2022 Winter 2022 10 Weeks MKTG-454-0 Advertising Strategy 41 1 Teeny, Jacob Tue/Fri 8:30 AM - 10:00 AM Evanston TBD (Room TBA) N
2021-2022 Winter 2022 10 Weeks MKTG-454-0 Advertising Strategy 81 1 McTigue, Kevin Thomas Tue 6:00 PM - 9:00 PM Chicago TBD (Room TBA) N
2021-2022 Winter 2022 10 Weeks MKTG-454-0 Advertising Strategy 82 1 Teeny, Jacob Sat 1:30 PM - 4:30 PM Chicago TBD (Room TBA) N
2021-2022 Spring 2022 10 Weeks MKTG-454-0 Advertising Strategy 31 1 Rucker, Derek D. Mon/Thu 1:30 PM - 3:00 PM Evanston TBD (Room TBA) N
2021-2022 Spring 2022 10 Weeks MKTG-454-0 Advertising Strategy 32 1 Rucker, Derek D. Mon/Thu 3:30 PM - 5:00 PM Evanston TBD (Room TBA) N
2021-2022 Spring 2022 10 Weeks MKTG-454-0 Advertising Strategy 33 1 McTigue, Kevin Thomas Tue/Fri 8:30 AM - 10:00 AM Evanston TBD (Room TBA) N
2021-2022 Spring 2022 10 Weeks MKTG-454-0 Advertising Strategy 41 1 McTigue, Kevin Thomas Wed 6:30 PM - 9:30 PM Evanston TBD (Room TBA) N