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MARK 5001

This course examines the communication process in marketing and concentrates upon the promotional goals and strategy of an enterprise, with an emphasis on the integration of digital and traditional channels. The course will be practically oriented and the students will examine traditional mass advertising, online communication, promotion, public relations, personal selling and other communication areas. The course will show the relationships between the various forms of communications and how an organization uses them individually and collectively to resolve business problems. Businesses today are searching for integrated solutions, hence the need for coordinated planning of all forms of marketing communications. The major objective of the course is to enable students to design and implement a complete integrated promotional campaign for an organization.