[ARCHIVED CATALOG] 2017-2018 Graduate Academic Catalog 
    
    May 07, 2021  
[ARCHIVED CATALOG] 2017-2018 Graduate Academic Catalog [ARCHIVED CATALOG]

MKT 568 - Advertising and Promotion

3 credit hours
Prerequisites: MBA 565 .
The course is designed to provide the student with the tools to apply the latest techniques in advertising and promotional activities to maximize the effectiveness and leverage of the firm's communication strategy. The objective is to make students aware of the variety of communication management problems, and to generate the necessary knowledge and experience to select the best possible methods to deal with them. Special emphasis is given to linking advertising and promotion decisions to the overall marketing strategy as well as to the legal and ethical issues that have risen due to the new media and communication technologies.