Today's ever competitive global marketplace consists of a complex set of dynamics and competitors all trying to garner the attention of the same buyers in a rapidly changing retail environment. This course focuses solely on the promotional role of marketing, and will illustrate the numerous aspects, tools, techniques and approaches involved with consumer marketing communications. Included will be an analysis of issues and approaches surrounding the use of: advertising, public relations, event marketing, direct response marketing, sales promotions, personal selling, and electronic marketing. Special attention will be offered to the integration & evaluation of these promotional practices, as well as their market-effectiveness.
Prerequisite: MAR 3802 and Admission to: BUS-BS