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: On-ground or Online-Asynchronous.
Grading: A-F grading only.
Course Typically Offered: Variable Intermittently

Student Learning Outcomes - Upon successful completion of this course students will be able to:

Analyze a firm’s marketing and promotional situation.
Describe the implications of current trends in advertising and promotion.
Apply marketing communications functions such as advertising, direct marketing, personal selling, sales promotion, and public relations.
Construct an advertising and promotion plan that reflects an integrated marketing communications (IMC) perspective.