MKTG 465 - Promotion Management and Strategy

3 Credits

Emphasis on the management and integration of the promotion mix (advertising, personal selling, sales promotion and publicity). The impact of buyer behavior variables on promotional strategy is examined and several communication models are described. The relationship between the organization’s marketing communications program and its marketing strategy is also explored.Prerequisites: MKTG 300. Junior standing. Completion of all skills courses or COB Director permission.