Marketing - Integrated Mktg Communications

Catalog description

This course will deal with the use of advertising, sales promotion, and public relations as elements in a promotional program. The emphasis of this course will be on the efficient use of an organization's resources to accomplish communication goals through effective promotional strategy. A good part of the course will be spent examining the communication process; the nature of the receiver and how information is processed; determination of promotional objectives; promotional budget; media decisions, and measuring the effectiveness of the promotional campaigns. The goal of the course is to enable the students to better evaluate and devise a marketing communications program for any given product, service, or idea. Prerequisite: MKTG 310 or MKTG 311. Enrollment restricted.