2018-2019 Undergraduate Catalog 
    
    Jun 30, 2022  
2018-2019 Undergraduate Catalog [ARCHIVED CATALOG]

MGT390: Marketing Communications

3 Credit(s)
This course focuses on the role of integrated marketing communications in marketing strategy. Coordinating the promotional elements of advertising, sales promotion, public relations/publicity, interactive/Internet media, direct marketing, social media, social networking, and personal selling for maximum marketing effectiveness is investigated. Both the creative and analytical sides of marketing communications are employed. Students may participate in a national case competition where they develop a campaign theme, conduct primary research, develop creative marketing pieces, plan a media buy, create a media calendar, construct a communications budget, project return on investment, and suggest implementation procedures.
Prerequisite(s): MGT280 .