MK 154 - Communication and Promotion

Institution:

Boston College

Subject:

Description:

This course concerns the communication function in marketing. It builds on a base of strategic marketing planning and consumer behavior and then proceeds to treat advertising, sales promotion, re-seller stimulation, and public relations as part of an overall promotional mix. These various communication methods are considered as variables to be used concurrently and interactively to meet strategic marketing objectives. The study of advertising is a major topic in this course, although its role will be considered in light of overall organizational promotional objectives.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lab

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.bc.edu

Phone Number:

(617) 552-8000

Regional Accreditation:

New England Association of Schools and Colleges

Calendar System:

Semester

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