This course presents an integrative approach to the creation, implementation, and measurement of all of the ways in which an organization communicates with its external public.
While focusing on the communications tools of advertising, publicity, sales promotion, and personal selling, this course takes a marketing management perspective and explains how communications is used to help satisfy customers and achieve the goals of the organization with special consideration given to entrepreneurial and small businesses.
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This is a survey course that stresses an understanding of the terms, concepts, and processes involved in the creating of the integrated marketing communications.
Prerequisite(s):
MKT 310.
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