Overview
Description
Development and evaluation of integrated communications programs utilizing promotional mix; management of brand messages for building relationships with customers and other stakeholders.
Units
Lecture3
Catalog Details
Offering
Offered: Every Fall and Spring
Terms
fall, spring
Attributes
Standard
Learning Outcomes
- develop a comprehensive knowledge of the various elements of marketing communications mix, their individual characteristics and the synergistic relationships among them.
- critically analyze marketing communications programs and determine the appropriate strategies to improve the effectiveness of the programs.
- recognize the role that integrated marketing communications play in the marketing strategies.
- develop various marketing metrics.