MKTG 3256 – Advertising and Sales Promotion

(3 credits – TG) 3 hours lecture

Upon successful completion of this course, the student will be able to: understand the issues involved in planning integrated communication campaigns at a strategic and operational level; understand how to appraise the suitability of elements of the marketing communications mix for specified objectives; plan media effectively for a specified target audience; and evaluate the success of communication campaigns. The student will have the ability to prepare an effective fully integrated communications plan for a specified product or service.

Prerequisite: Marketing 2150