MBA 582 - Advertising and Promotion Management

Min Units: 2
Max Units: 2
The traditional promotion marketing mix elements (i.e. advertising, sales promotion, public relations, and personal selling) are explored as components of an integrated marketing communications (IMC) strategy, with primary emphasis on advertising. The course is designed to provide an exposure to the concepts, theories, and frameworks helpful in understanding the elements of IMC such that students are able to formulate case analysis and strategic planning. Additional attention is paid to the increasing role of technology in effective consumer communication strategy. (G) Summer
Prerequisite(s): MBA 535