GAT-238 - Integrated Advertising Campaign Development

2 credits

In this course, students will learn the origins of contemporary advertising and the relationship of marketing strategies and tactics. Students will become familiarized with the various stages involved in the execution of an integrated advertising campaign as well as key marketing principles such as segmentation, targeting, and positioning, that determine the creative direction and elements used in the design and production of advertisements. Laboratory assignments will encompass all aspects for planning, developing, and executing all advertisement elements required to produce an integrated promotional campaign. The student will be required to create and produce advertisements for use across multiple-media platforms using graphic arts software such as Adobe Illustrator, Adobe Photoshop, and, Adobe Dreamweaver.

Prerequisite(s): GAT-125 or permission of instructor.

Corequisite(s): GAT-238L