Dec 21, 2024  
2022-2023 Catalog 
    
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2022-2023 Catalog [ARCHIVED CATALOG]

BUMK 3400 - Marketing Communications

An applied course with a complete immersion into the study and practice of advertising and promotion management within the context of the integrated marketing communications paradigm, where students develop and write a complete promotion plan, utilizing skills from previous marketing courses (such as market research and consumer behavior), as well as developing new ones related to promotion techniques.  Topics covered include research and analysis of market situations and consumer behavior; positioning strategies; budget planning; promotion tools development and creation; event planning and promotion, and measuring promotion effectiveness.

Credits: 3

Prereq: BUMK 2100 or BUMK 3100