Strategic Promotions Management

Catalog description

This course examines various approaches to managing a firm's promotional strategy. The concept is to manage a diverse array of promotional tools (advertising, public relations, Internet, direct mail, personal selling, sales promotions, coupons, direct response, celebrity spokespeople, premiums and other promotional tools) so that a cohesive, targeted, and integrated communication program is the result. This approach allows the firm to more effectively and efficiently use the tools of promotion to achieve marketing and sales objectives. Components: Class Prereqs/Coreqs: P: BUSADMIN 2630 or AGBUS 2430 Typically Offered: Fall