Course: MKT 440. Integrated Marketing Communications (3)
Prerequisites: MKT 304. BUS 312 and BUS 302L are prerequisites for business majors. Marketing communications are a critical component of the marketing mix. This course covers the fundamentals of advertising, promotion, and other aspects of integrated marketing communications as these relate to conceptualizing, designing, and implementing product and brand promotional campaigns. Topics include: branding; segmentation, targeting and positioning; persuasion; ad messages and appeals; digital and traditional advertising media; consumer sales promotions; public relations; endorsers and sponsorships.