Loyola Marymount University Bulletin 2021-2022 [ARCHIVED CATALOG]
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MBAC 664 Advertising and Promotional Strategy 3 semester hours
The field of Integrated Marketing Communications (IMC) is a recognition of the need for firms to coordinate their various promotional activities and expenditures to achieve overall objectives. This course will cover advertising, public relations, sales promotions, and direct marketing theory and technique and their interrelationships. Students will develop a promotional strategy for an organization using complementary elements of each of these tools.
Prerequisite: MBAA 6040 .
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