MKTG 3346: Advertising and Integrated Marketing Communications

Course Department
Credits 3
Course ID
The course will focus on strategic planning, development, and execution of advertising and integrated marketing communications programs. The course will communicate the specific function of each of the elements of the promotion mix (advertising, personal selling, public relations, sales promotions, sponsorship, direct response and interactive marketing) and how these can be strategically combined to achieve marketing objectives. The psychological theories applied to create effective integrated campaigns will also be discussed, along with the role of marketing research in reaching creative and media decisions. MKTG 3343 or equivalent recommended
MKTG 3346 Prerequisite: MKTG 3343