Course Description:
Study the various aspects of integrated marketing communications and the development of promotional strategy based on both consumer needs and wants as well as demands of the social environment and legal constraints. Focus on ethical issues confronting marketers. Topics include the marketing communication process and channels of marketing communication, the promotional planning process, creative strategies and media planning, the use of various media in advertising, direct marketing, interactive marketing, personal selling, and public relations.
Prerequisite: Marketing Principles or equivalent.
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