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MGMT 424 Marketing Communications Strategy

Prerequisites: MGMT 306 or permission of the instructor. (Second semester/3 credits) 

This course develops an understanding of how advertising, sales promotion, public relations, personal selling, interactive marketing and packaging decisions form a coordinated marketing communications strategy. The course provides an understanding of the role of integrated marketing communications in the overall marketing program and an appreciation of the benefits to a brand of integrating all elements of the marketing mix. The focus will not only be on the strategies of traditional marketing programs, but also on the growth and influence of new media, and the challenges and issues faced by marketers in the context of a changing marketing environment.