MARK 432 - Marketing Communications

★ 3 (fi 6) (either term, 3-0-0) Students study basic concepts of interpersonal and mass communications. An emphasis on integrated marketing communications (IMC) which consist of advertising, personal selling, sales promotion, direct marketing, and public relations. A focus on integrating the elements which make up an IMC plan, resulting in a coherent communications strategy. Consumer motivation and the measurement of communication effectiveness are also examined. Prerequisite: MARK 301.