2017-2018 Academic Catalog 
    
    Jun 26, 2022  
2017-2018 Academic Catalog [ARCHIVED CATALOG]

MKT 5403 - Advertising and Promotion


Promotion, a component of the marketing mix, is any form of communication intended to inform, persuade or remind people of products or services. This course focuses upon the concepts and strategies associated with developing an effective marketing communications program. 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. The course also reviews consumer behavior theory in terms of the communication process, principles of persuasion, and attitude change. Students gain hands-on experience through a course project, and a “real world” perspective from scheduled guest speakers.

Prerequisites: MKT 4400  or waiver.

Anticipated Terms Offered: Varies