MRKT 4510 Advertising and Promotion Management

3 semester hours

This course is designed to introduce students to the field of advertising and promotion in an applied fashion. The emphasis in this course will be on the role of advertising and other promotional mix elements in the integrated marketing communications program (IMC) of an organization. The development of an integrated marketing communications program requires an understanding of the overall marketing process, how companies organize for advertising and other promotional functions, customer behavior, communications theory, and how to set goals, objectives, and budgets. Attention will be given to the various IMC tools used in contemporary marketing including advertising, direct marketing, Internet and interactive marketing, sales promotion, publicity and public relations, and personal selling. We will examine the process by which integrated marketing communications programs are planned, developed, and executed as well as the various factors and considerations that influence this process. We will also discuss the environment in which advertising and promotion takes place and the various regulatory, social, and economic factors that affect an organization’s IMC program.

Prerequisites: MRKT 3510 , MRKT 3520 , MRKT 3530 .