Promotional Strategy

Catalog description

A firm's promotional efforts focus on developing and managing an integrated marketing communications strategy. This course studies the planning and implementation of demand-stimulating promotion, i.e., advertising, personal selling, sales promotion and publicity/public relations. Promotion is seen as a key element of the marketing mix that contributes to an organization's cohesive marketing strategy. Students will learn to apply AI tools to optimize the promotional efforts of the firm. Prerequisite Course(s): Prerequisite: MRKT 102. Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3