MKT 3430 ADVERTISING AND MARKETING COMMUNICATION
This course focuses on advertising and integrated marketing communications (aka IMC or marcom) programs. Students gain an understanding of marcom tools including: advertising, social media, digital marketing (online and mobile), sales promotion, direct marketing, public relations, sponsorship, alternative marketing media, and personal selling. Other topics consist of industry information and ethical and global issues. Students also learn about the steps in the IMC planning process needed to develop effective marcom (promotional) campaigns.
Prerequisite
MKT*2500