This course will introduce students to key issue in advertising, and its impact on organizations and society. Students will be introduced to the effective use of advertising as a part of a promotional plan. Also it will introduce students to the management of the advertising function from the perspective of users such as product/service managers. Case studies and text materials explore the role of advertising, target market identification, creative strategies, media planning and advertising evaluation. Emphasis is placed on the co-ordination of advertising with other elements of the marketing mix and overall corporate strategy