Integrated Marketing Comm.

Catalog description

Examines the nature and role of communications in marketing, focusing on the goals and uses of advertising, sales promotion, public relations, direct marketing, and personal selling in achieving the communications objectives of marketing. Explores the design, organization, and implementation of the communications mix, and the economic, social, and ethical implications of integrated marketing communications. Prerequisite: COBU 301 or NBMK 300 .