MKT 3500 - Marketing Communications

Institution:

Babson College

Subject:

Description:

4.00 credits MKT3500 Marketing Communications (General Credit) Examines the nature and role of communications in marketing, focusing on the goals and uses of advertising, sales promotion, public relations, direct marketing, and personal selling in achieving the communications objectives of marketing. Explores the design, organization, and implementation of the communications mix, and the economic, social, and ethical implications of promotion. Involves determining the promotional budget, creating a message strategy, planning the media mix, targeting communications to selected market segments, executing the promotion program, and measuring promotional effectiveness. Considers the relationship and integration among the various elements in the marketer's communications program. Students form agency teams to create a comprehensive integrated marketing communication plan for a product or service. Prerequisite: IME2322 or MCE2313 This course is typically offered in the following semesters: Fall, Spring, and Summer I

Credits:

4.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.babson.edu

Phone Number:

(781) 235-1200

Regional Accreditation:

New England Association of Schools and Colleges

Calendar System:

Semester

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