Catalog

BUS 361 - Integrated Marketing Communications: Promotion, Advertising and Public Relations (4)

This course examines advertising, promotions, and public relations with an emphasis on integrated marketing communications as a tool of business. The process involves an intensive investiga¬tion of the underlying ideas, principles, and concepts that may be used to inform customers of the availability and attributes of its products and services. It includes a comprehensive overview of promotional activities and tactics to provide students with the information needed to understand the process and benefits of a successful IMC campaign. Prerequisites: BUS 302 or BUS 492