MKTG 8319 - Marketing Communications Strategy

3 hrs

Examines the concept of Integrated Marketing Communications (IMC) strategy in successfully communicating the brand concept and product/service benefits to a customer group. Topics specifically examined include the advertising strategy, publicity and public relations, mass media considerations, sales force design and management, reseller support through sales promotions, and the analysis of communication strategies, including the internet.
Prerequisite: MGMT 8347.