MKT 413 INTEGRATED MARKETING COMMUNICATIONS
This course focuses on management of the communications aspects of marketing strategy. Those aspects of the marketing mix most pertinent to marketing communications objectives, in particular targeting, segmentation and positioning, are reviewed and expanded upon. Models and modes of communication, both verbal and pictorial, are discussed. Traditional media including advertising, personal selling, sales promotion, direct marketing and public relations, and their strengths and weaknesses, are discussed, as well as new digital media and viral marketing.
Prerequisite
MKT 311.
Offered
Offered fall or spring.