MARK 40653 - Principles of Marketing Communications

Prerequisites: Grade of "C" or better in MARK 30653, and must be a business minor. This course introduces the ways in which a firm communicates with its target markets. These forms of communications include advertising, promotion, point-of-purchase, public relations, personal selling, and direct marketing tools. We will be concerned with these form a marketing management perspective and will, therefore, examine topics such as the situation analysis, the use of research tools, consumer behavior theory, setting objectives, position, and developing and integrating an underlying strategy for developing effective marketing communications programs.

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