MKT-220 Marketing Comm. 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 band building and corporate image is discussed. Each of the elements of the promotion mix - advertising, sales, promotion, public relations, personal selling, and direct marketing (including communications and promotions on the web) - are examined. (spring)