BUS 324 - Promotions Management (3)

A study of all aspects of marketing communication. Both personal and impersonal efforts are considered, ranging from sales to advertising. A managerial approach is taken with the emphasis on strategic decision-making applied to marketing communication. Integration of sales promotions programs and public relations is also covered. Upon successful completion of this course, students will be able to 1) understand the strategic and tactical aspects of marketing communications; 2) evaluate various marcom models; 3) analyze many forms of promotion–from direct mail and newspaper ads to blogs and Facebook promotions; 4) assess techniques for measuring advertising effectiveness; and 5) demonstrate creative techniques to bust through cluttered promotional media.
Prerequisite: BUS 251