MKT 4410 - Advertising and Promotion Management

4 unit(s)

Fundamentals of developing an integrated marketing communication program including advertising and sales promotions, personal selling, public relations, and publicity decisions from a managerial perspective. Emphasis on formulating advertising and promotional objectives, developing message and media strategies, planning the advertising budget, and measuring performance.

Prerequisites: MKT 3410.

Hours: (Lecture, 3 hours; laboratory, 2 hours)

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