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Advertising Agency Management

MKTG 401 and 402 Course Overview

Each year, the Boise State University Department of Marketing offers a two-semester sequence of courses designed to give students intimate knowledge of advertising agency operation. Students in these two courses form an advertising agency. The National Student Advertising Competition (NSAC) provides the client (past clients include Coca-Cola, Yahoo!, and Bank of America).

The corporate sponsor provides an assignment or case study outlining the history of the product and current advertising. The case study is candid and reflects a real situation. In the fall, MKTG 401 students gather and analyze information about the client and its industry, customers and competitors to develop an overall marketing communications positioning strategy. In the spring, MKTG 402 students use the fall course’s information and positioning strategy to develop an integrated marketing communications (IMC) campaign that includes tactical decisions. The student team prepares a formal written IMC plan book and pitches its campaign to a panel of judges at a regional competition. The competition includes teams from Idaho, Montana, Oregon and Washington.

bsu_marketing_students_2nd_place_regional_competition_april-2009Our teams have taken several top honors at the district competitions over the last several years. They placed first in 2003 and second in 2009, 2004, and 2002. The 2010 team won the “People’s Choice” award for Best Presentation and took third place overall.

Students must apply to take MKTG 401 and MKTG 402. A committee of marketing professors reviews the applications and selects up to 12 students to participate in the courses.

National Student Advertising Competition

Sponsored by the American Advertising Federation, the National Student Advertising Competition is the premier college advertising competition.

Regional NSAC competitions take place each spring in 15 districts throughout the U.S. The winning team in each district and one wild card team then advances to compete on the national level at the American Advertising Federation National Conference in June.