MKT 635 - Management of Marketing Communications

A comprehensive study of planning, development and execution of promotional strategy using the tools of advertising, personal selling, sales promotion, public relations, direct and digital marketing, special events marketing, and use of social media. Students will learn how to develop promotional objectives, set budgets, create effective messages, select media, address legal considerations, and measure advertising effectiveness.
Lecture
Credits: 3
Prerequisite: MBA 560