Advertising and Promotional Strategy

Catalog description

Provides the tools needed to develop, manage and evaluate an integrated marketing communication campaign. Examines how marketers utilize advertising and promotional programs to enhance marketing efforts. Communication fundamentals, goal setting, creative and media strategy, campaign development and measurement issues, and pricing implications are explored. Prereq: 4201, 4202, and BusMHR 2292, or equiv. Not open to students with credit for 4230 and 4231. 4240 New Product Management U 1½ Examines strategies for development of successful new products. The five modules of the process (i.e., opportunity identification, concept generation, concept evaluation, product design and development, and launch) will be covered. Prereq: 4201, 4202, and BusMHR 2292, or equiv. 4241 Entrepreneurial Marketing U 1½ Examines best practices in Entrepreneurial Marketing including analysis of marketing opportunities, identification of target audience, development of marketing strategy, brand positioning and an integrated marketing plan. Prereq: 4201 (750), 4202 (758), and BusMHR 2292 (BusAdm 499.01).