2016-2017 Academic Catalog 
    
    Apr 30, 2024  
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2016-2017 Academic Catalog [ARCHIVED CATALOG]

MGMT 235 - Advertising and Promotion

This course focuses upon the concepts and strategies associated with developing an effective integrated marketing communications program. After beginning with a review of the communication process, persuasion theory, and attitude change, the course addresses such topics as creative strategy, budgeting, media planning, and promotional mix decisions including the use of interactive media, e-marketing, and “guerilla” tactics. Students gain hands-on experience through the development of a regional advertising and promotional campaign.

Prerequisites: Juniors or seniors only

Anticipated Terms Offered: Offered Periodically
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