MKT 336 - Promotional Strategy

1 semester, 3 Credits

This course studies promotion as integrated marketing communications (IMC), its role in modern marketing, and its influence on consumer decision-making. IMC strategic planning combines the components of the promotional mix (advertising, public relations, direct marketing, sales promotion, personal selling, and Internet marketing) into a comprehensive program, sending an appropriate, consistent marketing message to target consumers. Prerequisite: MKT 335.

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MKT 336 - Promotional Strategy