This class is all about understanding the world of advertising. We studied multiple different kinds of promotions and the influence that various forms can have on consumers. To practice what we were learning, we also worked on a semester-long project to rebrand the College of Business and Economics at Longwood University. This included researching our target market and advertisements from competing business schools, developing a T.O.W.S. Analysis, and devising a marketing campaign based on the information we had gathered.

Because I hope to pursue a career in advertising upon graduating, I decided that I wanted to enhance this class and dive deeper into the material that we were studying. For my enhancement, I worked with my professor, Dr. Barnwell, to conduct further research on Longwood University and other business schools. The first part of this entailed researching all of the advertisements that had been created by Longwood since its opening in 1836. This was executed in order to ensure that future campaigns do not replicate what has already been done before. I also went beyond the research that we had done in class on other business programs in Virginia and its neighboring states by researching all college business programs in the United States going back a maximum of 20 years. Below is a summary of the research that I did and the conclusions that I was able to draw from it.

By: Katelyn Housler ~~~ April 21, 2020