MKT 312 - INTEGRATED MARKETING COMMUNICATIONS STRATEGY

3 Credit Hour(s)
The nature, scope, and contributions of personal selling, advertising, sales promotions, sponsorship marketing, viral marketing, point-of-sale communications, and brand-related publicity in the IMC strategy. Emphasizes principles and concepts that relate to the integration and organization of the IMC effort. Three hours of lecture.

Prerequisite(s): MKT 301