MKTG 3630 - Integrated Mktg Communication

Institution:

Pennsylvania Western University

Subject:

Marketing

Description:

Advertising is a marketing communication process whereby information is provided and transmitted for the firm. Advertising and promotion face a rapidly shifting landscape. A decline in traditional media viewing combined with the rise in internet usage and the use of social media have created a new paradigm. Effective advertising and marketing campaigns often now involve more than one well-made commercial because such a wide variety of media are available. Today, all the communication tools are together grouped as integrated Marketing Communications or Promotional Mix. This course provides the theory, concepts, and applications related to various elements of the promotional mix - advertising, sales promotion, direct marketing, public relations, and personal selling.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.pennwest.edu/

Phone Number:

(724) 938-4000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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