MK 630 - Communication Strategies for Advertising and Sales Promotion

Credits: 4 credits
(Semester varies)

Explores the roles of advertising and sales promotion and publicity in all communication channels. Students learn to develop, manage, and evaluate advertising campaigns. In addition, they investigate how to use sales promotion to bring about behavioral change in the contexts of consumer and trade promotion. Further, they learn how to generate and manage publicity. Students evaluate the legal and ethical issues surrounding these marketing communication efforts.