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FALL TERM I 2025 • STRATEGIC ADVERTISING & PROMOTION MANAGEMENT • FSH MKT 3910 • 25 CLASS SECTION

Alison M. Wolfe MBA, MS, PhD, Professor

«LEARNING OUTCOMES«

è ELMIRA COLLEGE COURSE BULLETIN

The student will be able . . .

1. Understand the role of advertising in an integrated marketing communications (IMC) program and its
importance in helping reach marketing and organizational goals.

2. Demonstrate the ability to analyze the degree to which an advertisement aimed at specific market segment
accomplishes its communications objective(s).

3. Use the approaches and methods necessary to develop and implement effective advertising plans and
advertising materials.

4. Use research, talent, and creativity to integrate written and visual elements into persuasive messages.

5. Understand the social, legal, ethical, and government influences on advertising decisions.

6. Describe advertising medias' characteristics, advantages, disadvantages, and buying specifications, and the
reasons for choosing one medium over another.

7. Understand the job functions and workings of an advertising agency and client-based, and in- house agency.

8. Critically observe and critique media and advertising.

9. Understand the benefits as well as the pitfalls of integrated advertising strategy.

10. Learn through a group project how interpersonal skills, collaboration, teamwork, and quality determine an
individual’s business success.

AMW v FALL TERM I 2025 v 09.01.2025
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