As Director of Advertising for a retailer, students are tasked with analyzing the ROI of a number of advertising channels - from traditional media to digital email-based promotion. Students then apply their analysis to meet a profit goal while staying within a budget.
Analyzing advertising options, advertising budgets, understanding costs (CPM), computing return on investment (ROI), mixing advertising media, role of offers and discounts, email advertising metrics and cautions
Intro to Marketing, Principles of Marketing, Advertising & Promotion, Principles of Retailing, Entrepreneurship, Retailing, Intro to Business
Included Written Content
An Overview of Advertising, The Role of Advertising in Integrated Marketing Communications, Budgeting for Advertising, Creative Decisions, Media Decisions, Measuring Advertising Effectiveness, Key Terms
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