Students examine the promotional mix including advertising, publicity, personal selling and sales promotion from an integrative perspective. They then learn how to create and manage these promotional tools to successfully execute a business' strategic plan. Topics include an introduction to integrated marketing communication; organizing integrated marketing communication; consumer behavior and target market review; communication response models; objectives and the integrated marketing communication plan; brand positioning strategy decisions; creative strategy decisions; creative tactics decisions; types of media; media planning and budgeting; social, ethical and legal issues; and international marketing communications. Prerequisite: MKTG 2430 (minimum C-) or equivalent Note: Students will receive credit for only one of MKTG 4480, MKTG 4481, BBUS 4480 or BBUS 4481.
Students examine the promotional mix including advertising, publicity, personal selling and sales promotion from an integrative perspective. They then learn how to create and manage these promotional tools to successfully execute a business' strategic plan. Topics include an introduction to integrated marketing communication; organizing integrated marketing communication; consumer behavior and target market review; communication response models; objectives and the integrated marketing communication plan; brand positioning strategy decisions; creative strategy decisions; creative tactics decisions; types of media; media planning and budgeting; social, ethical and legal issues; and international marketing communications. Prerequisite: MKTG 2430 (minimum C-) or equivalent Note: Students will receive credit for only one of MKTG 4480, MKTG 4481, BBUS 4480 or BBUS 4481.
