BPA 126 - Advertising and Sales Promotion

3 credit hours - Three hours weekly; one term.
Develop your understanding of Integrated Marketing Communications (IMC). Think critically about how IMC helps brands deliver a clear, consistent message across multiple platforms. Learn how to design, implement, and evaluate IMC strategies using traditional advertising, digital channels, social media, and alternative marketing approaches. Explore consumer behavior and ethical considerations. Determine advertising effectiveness-using metrics and analytics to determine what works, what does not, and how to optimize campaigns for maximum impact.

Location(s) Typically Offered: Arnold Main Campus (MC) and Online (OL)

Course Outcomes:
Upon successful completion of this course, students will be able to:

1. Explain the principles of Integrated Marketing Communications (IMC) and apply the IMC planning process to create cohesive brand messaging across multiple platforms.

2. Analyze consumer behavior and brand management strategies to inform the development of effective marketing campaigns.

3. Design and implement advertising and promotional strategies using traditional media, digital channels, social media, and alternative marketing techniques.

4. Evaluate the effectiveness of IMC campaigns by applying appropriate metrics and analytics to measure advertising performance and overall program success.

5. Assess ethical and regulatory considerations in IMC and integrate responsible practices into marketing strategies and communications.