Upon completion of this course, the successful student should be able to:

1. Understand the concept of Integrated Marketing Communication.
2. Understand the concept of advertising.
3. Discuss the basic economic impact of advertising.
4. Explain the different job functions and responsibilities of those employed in advertising.
5. Recognize some of the social and ethical implications of advertising.
6. Recognize some of the forms of advertising regulation.
7. Identify the methods used for market segmentation and audience targeting.
8. Discuss influences that affect consumer needs and wants.
9. Explain the methods used in marketing and advertising research.
10. Explain the role of marketing and advertising planning.
11. Explain the role and methods of media planning.
12. Explain some of the advantages and disadvantages of using various forms of media.