Abstract
The practice of advertising takes creative, media, and other skills, but management is the determining discipline for developing advertising campaigns. This study investigated the teaching of advertising management at U.S. colleges/universities, by examining school Web sites, analyzing course syllabi, and surveying educators. More than half of advertising or IMC programs studied do not have a management course. The diversity of course names, goals, and texts indicates a loose understanding of the essential elements. The place of a management course within the curriculum is discussed, including coordination in teaching the subject with other departments.
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