Mar 28, 2024  
2022-2023 Cal State East Bay Catalog 
    
2022-2023 Cal State East Bay Catalog [ARCHIVED CATALOG]

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MKTG 426 - Advertising and Promotion Management


Units: 3
Managing the firm’s promotion functions including advertising, personal selling, sales promotions, and public relations. Topics include: defining the market, setting advertising and promotion goals and budgets, developing message strategy and media plan, evaluating campaigns.

Possible Instructional Methods: Entirely On-ground, or Entirely Online.
Grading: A-F grading only.
Course Typically Offered: Variable Intermittently


Student Learning Outcomes - Upon successful completion of this course students will be able to:
  1. Analyze a firm’s marketing and promotional situation.
  2. Describe the implications of current trends in advertising and promotion.
  3. Apply marketing communications functions such as advertising, direct marketing, personal selling, sales promotion, and public relations.
  4. Construct an advertising and promotion plan that reflects an integrated marketing communications (IMC) perspective.




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