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.
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.
