MK 154 Communication and Promotion (Fall/Spring: 3)

Prerequisite: MK 021
This course concerns the communication function in marketing. It builds on a base of strategic marketing planning and consumer behavior and then proceeds to treat advertising, sales promotion, re-seller stimulation, and public relations as part of an overall promotional mix. These various communication methods are considered as variables to be used concurrently and interactively to meet strategic marketing objectives. The study of advertising is a major topic in this course, although its role will be considered in light of overall organizational promotional objectives.
Adam Brasel
Marcia Schiavoni-Gray

Last Updated: 28-JAN-09