MGMT 235 - Advertising and Promotion

Institution:

Clark University

Subject:

Description:

This course focuses upon the concepts and strategies associated with developing an effective integrated marketing communications program. After beginning with a review of the communication process, persuasion theory, and attitude change, the course addresses such topics as creative strategy, budgeting, media planning, and promotional mix decisions including the use of interactive media, e-marketing, and “guerilla” tactics. Students gain hands-on experience through the development of a regional advertising and promotional campaign. Prerequisite: Juniors or seniors only

Credits:

1.00

Credit Hours:

Prerequisites:

Juniors or seniors only

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.clarku.edu

Phone Number:

(508) 793-7711

Regional Accreditation:

New England Association of Schools and Colleges

Calendar System:

Semester

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