Integrated Marketing Communications BUS 448 (3)

An integrative approach to the study of promotion including advertising publicity, personal selling and sales promotion; evaluation of the role promotion has in marketing and the economy; formulation and analysis of promotional goals, planning, organizing and controlling; utilization of market research studies; forecasting, budgeting, media selection; promotion institutions. Prerequisite: BUS 343 and BUS 360W, both with a minimum grade of C-; 60 units.