Advertising and Marketing Communications

Catalog description

This course offers a comprehensive understanding of promotional tools using traditional and nontraditional marketing channels for designing communication strategies that are consistent with an organization's goals. Emphasis is placed on Integrated Marketing Communications (IMC) in order to provide synergy and consistency between different promotional tools for maximum effectiveness. Students learn how to plan, implement, control, evaluate, and adjust the IMC process in order to achieve marketing objectives. Pre-requisite of MKT 201 is required.