MKTG 701 - Marketing Communication and Advertising

Credit(s): 3
Prerequisite(s): Prerequisites for MBA Marketing concentration students only: MBAA 501 , MBAA 502 , MBAA 507 , MBAA 601 , MBAA 602 , and MBAA 604 or ACCT 742 or HLCR 720 .

The role of mass and personal communication and sales promotion in marketing management and their social and economic implications. Research findings in communication theory behavioral sciences, and comprehensive models of buyer behavior will be particularly stressed. The course surveys the planning, implementation and measurement of effectiveness of marketing communication activities. Students will be required to develop integrated promotional campaigns based on actual marketing information.