Study Abroad Study Abroad
Home > France > Paris > Programs > Program Overview > Course Requirements > Course Description

Course Description
Print This Page Print

Marketing 320: Principles of Advertising
American Business School Paris
Paris, France

Subject Area(s) Level(s) Instruction in Credits Contact Hours Prerequisites
Marketing 300 English 3 45 Marketing 210 (Principles of Marketing) or equivalent

An examination of the various forms of marketing communication, both mass and personal, paid-for and free, are described and discussed. Examples of marketing communications are evaluated and the process of promotional planning is explored.

To develop an extensive understanding of the promotional process which includes both conceptual and real-world knowledge. In the end, a student should be able to construct and evaluate a media plan.

The course is developed through lectures, discussion and group/individual presentations of case studies. Students are expected to thoroughly read text materials and participate in class discussion. Will be covered in class :

- Introduction ; Ethics & Regulation
- Marketing Process ; Agencies
- Strategic Research; Planning; Psychology
- Media Planning; Broadcast Media
- Print Media; Media Buying
- Direct Response; Creating Directory and Out-of-Home
- Sales Promotion; Public Relations
- Business & Retail Advertising; International Considerations

Advertising & Integrated Brand Promotion, O’Guinn-Allen-Semenik, Thomson South
Western, 4th Edition, 2005

The final grade will be made up of a class participation (10%), a research project (20%), a mid-term test (30%) and the final examination (40%).

Copyright© 2010Home - Information Center - Why Study Abroad? - What's Included - Policies
Global Student Experience, a California Corporation
All Rights Reserved
Application - Request Programs Catalog - My Account - Contact Us
Site Map - Resources