MKT 3140 Marketing Communication Strategy

Covers the theory and management of the different elements of the integrated marketing communication mix of firms. Includes an introduction to the marketing communication process and an overview of customer psychology, including models of motivation, persuasion, learning, and behavior modification. Communication issues relating to brand building and corporate image building are discussed. Each of the elements of the promotion mix - advertising, sales promotion, public relations, personal selling, and direct marketing (including communications on the Web) - are examined. Prerequisite(s): MKT 2100
Credits: 3.0