Advertising and Integrated Marketing Communications

Catalog description

An in-depth view of tools of advertising, sales promotion, public relations, personal selling, direct marketing, and internet Marketing. Basic concepts of advertising using print, broadcast, Internet and outdoor media are studied. Planning, budgeting and the roles of advertising agencies are also covered. Students develop a comprehensive promotion plan beginning with the marketing strategy and ending with implementation and evaluation. The project, in which the student plans and prepares a promotion/advertising campaign for a product or service in consultation with the instructor is an integral part of the course.