MKTG 0004

Marketing 0004 (Principles of Advertising) is one of the Wharton online for-credit courses offered within the Pre-Baccalaureate Program. 

Overview

Course Description

MKTG 0004: Principles of Advertising

The purpose of this course is to provide students with an opportunity to learn and apply the major frameworks, principles, and practices of effective advertising management as part of an Integrated Marketing Communications (IMC) program. By the end of this course, students should have a deep understanding of advertising, and the ability to think strategically across the functional areas of marketing communication.

Learning Objectives

This class will focus on:  

  1. Developing effective advertising and communications strategies 
  2. Crafting creative campaigns and advertisements 
  3. Making efficient selections and use of media more maximal impact 
  4. Considering ethical questions related to advertising practices 

About the Wharton Pre-baccalaureate Program

The Wharton Pre-baccalaureate Program is an academically-intensive opportunity for exceptional high school juniors and seniors to enroll in Wharton online courses. Participants will learn from Wharton instructors, earn a Wharton transcript, and accrue college credit for each course completed. With six sessions to choose from and built-in academic support, students are encouraged to explore the depth and breadth of Wharton’s business education curriculum with maximum flexibility and the guidance and resources to succeed.

Details

Course Details

This course is delivered via live synchronous class sessions, online assignments, online discussions, and readings. To be successful, you must actively engage with ideas presented in the course, and with those posed by your classmates.   

Assessment is based upon active course participation, readings, assignments, and a final exam.

Course Content

Course Topics: 

  • Breaking Through the Clutter 
  • Influencers, Celebrities, & Other Persuasion Entities 
  • Media Strategy 
  • Media Tactics 
  • Creative Strategy 
  • Creative Tactics 
  • Experiential Advertising 
  • PR & Corporate Image 

Synchronous Classes:  

Synchronous classes offer the opportunity to explore questions about the course and materials beyond the lectures through live interactions with your course instructor and your classmates. This class emphasizes discussion, and students are required to participate synchronously during scheduled class meetings. 

Course Materials Fee 

None 

See full tuition details here. 

Requirements

REQUIREMENTS

Attendance: 

Course attendance and participation are expected on a regular basis.   

Technical Requirements: 

In order to fully participate in this course, you will need a computer that meets minimum system requirements for both Canvas LMS and Zoom Videoconferencing. Refer to the following links: 

Canvas LMS Support Resources 

Zoom Requirements and Support 

All programming originates from the Wharton School, University of Pennsylvania (Eastern Daylight Time). 

Instructional Team

Instructor: Annie Wilson 

Headshot of a person with shoulder-length blonde hair, wearing a purple top, smiling in front of a building with white and brick elements.Annie Wilson is a lecturer of marketing at the Wharton School and a senior behavioral scientist at Vanguard. Annie received her PhD in behavioral marketing from Harvard Business School. She studies consumer decision-making and social judgments of consumption. Her research has been published in journals including Journal of Consumer Research, Journal of Consumer Psychology, Marketing Letters, Journal of the Association for Consumer Research, and Appetite, and has been covered in Harvard Business Review.  

INCLUDED IN ALL SUMMER ONLINE HIGH SCHOOL PROGRAMS

Wharton Global Youth Meetup (GYM)

Wharton Global Youth Meetup (GYM) is a creative, co-curricular community open to summer students as a way to connect to one another — and Wharton — before, during, and after their programs. Featuring both live and independent programming, the GYM is designed to ensure virtual participants don’t miss out on valuable community building and networking. 

*The GYM is included in all online summer programs, except Understanding Your Money. 

Graphic with a blue background featuring the words "Global Youth Meetup" over a globe and networking symbols. Icons include a light bulb, chat bubbles, and graphs.