ECBA 308 - Marketing & Advertising

(3 hours) A study of the processes and procedures used in developing and utilizing a marketing program for companies competing at the regional, national and international levels. The course focuses on addressing the definition of marketing and the role played by marketing and advertising in the economy. The student will learn how to differentiate between the alternative concepts under which organizations conduct marketing activities about why products are the same (or different) across cultures, why people have different marketing practices, understand the concept of target marketing as differentiated from mass marketing and the effect that marketing on the Internet has on business success. The course provides applied and theoretical approaches to explaining how advertising decisions are made.