Analytical approach to the study of marketing communications of business firms and other types of institutions. Attention focuses on the process and the challenges involved in developing effective communication strategies for organizations. Students learn to identify the role of advertising as it relates to other marketing functions and other promotional activities.
INTEG MKTG COMM
Not open to students with credit in MARK 8620
|Semester Course Offered||
Offered every year.
Students will gain an appreciation of the role of advertising as it relates to other marketing functions and other promotional activities.
Students will develop an understanding of the advertising industry and the environment in which it operates.
Students will practice theoretical and analytical skills necessary for the development, execution, and evaluation of advertising strategies.
Students will present and defend their recommendations for advertising strategy, and critically examine and discuss the recommendations of others.
Process of developing effective communication strategies Challenges of developing effective communication strategies Role of advertising: other marketing functions Role of advertising: other promotional activities
|Credit Hours||1.5 to 3.0|