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MKTGGB 2109 - Advertising 3.0: Communication in the Digital Age

This course develops a framework for managing the advertising function within the larger context of integrated marketing communications. It surveys brand positioning and all the marketing communications tools, particularly advertising, which are essential to creating and maintaining a brand identity. Also covered: identifying target markets, establishing advertising objectives and strategies, budgeting, media planning and evaluation of advertising effectiveness. Enrollment Requirements: Prerequisites: Full-time MBA. Co-requisite: COR1-GB 2310.Prerequisites: Focused MBA. Co-requisite: COR1-GB 2110.Prerequisites: Part-time MBA and COR1-GB 2310.Not open to students with more than 24 MKTG-GB units.
Digital Marketing Marketing Product Management Focused MBA Alumni IMP Langone (Continuing) and APC MBA1 MBA2 Non-Stern
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Spring 2019, Spring 2018
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