Marketing Communications: Advertising & Promotion ((4 Credits))

Catalog description

This course is designed to develop an understanding of all aspects of integrated marketing communications, including advertising, direct marketing, the Internet, interactive media, sales promotion, public relations, personal selling, social and consumer-driven media, and consumer advertising. It provides details on how to research and evaluate a company's marketing environment and promotional situation within the context of consumer behavior, other variables in the marketing mix and overall corporate’s marketing plans, and how to use various promotional tools to develop effective communications strategies and programs. The course can be used to fulfill the marketing communications requirement for a concentration in marketing. Prerequisites: Marketing Principles ( MRKT 1005 ), or equivalent.