ADPR-355 Advertising and PR Agency Management
Examines the skills and functions required in order to manage a successful Advertising or Public Relations agency. Students learn how agency leaders win new business and generate income by offering an evolving mix of new services and how they manage client relationships and diverse internal teams, including creative, research, and media professionals. Examines a variety of agency structures, including new agency models, full service and speciality boutiques, and the transformation of agencies initiated by social media and the digital age.