Portland Community College | Portland, Oregon

Advertising is designed to expose the interested student to the many aspects and functions of advertising. The course provides information about the history of advertising, commission schedules used in the advertising industry, the organization of a typical advertising agency, how an advertisement is created, and media coverage.

Course will fulfill required and/or elective credit for Portland Community College¡s Business Administration or Degree Programs.

Upon successful completion of Advertising, the student will be able to:

• Demonstrate an understanding of the overall role advertising plays in the business world.
• Demonstrate an understanding of advertising strategies and budgets.
• Identify and understand the various advertising media.
• Demonstrate an understanding of how an advertising agency operates.

Students will be expected to demonstrate knowledge of the concepts described in the required competencies by any combination of the following:

• Participation
• Case study analysis
• Individual or group projects
• Presentations
• Completion of assessment or certification-style examinations

Themes, Concepts, Issues:

• Planning
• Responsibility and Accountability • Critical Thinking
• Effective Written and Oral Communications
• Team Work
• Ethical Conduct

Competencies and Skills:
• Demonstrate an awareness and understanding of the history of advertising.
• Demonstrate an understanding of how an advertising agency operates.
• Demonstrate an understanding of how media ratings are conducted.
• Demonstrate an understanding of companies¡ advertising strategies and budgets.
• Recognize various targets reached by media.
• Have an understanding of media costs.