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
Course Component