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This course is designed to provide students with a sound grounding in the field of marketing communications. Emphasis is placed on the formulation of communications strategies that play an important role in achieving marketing and corporate objectives. While advertising is a focal point of the course, other elements of the communications mix including sales promotion, event marketing, public relations, and direct-response communications are discussed so that the student can see the need for integrated marketing communications. Theoretical concepts will be covered by lecture and discussion, and practical applications will be stressed in case assignments, student presentations, and a term project.