INTEGRATED BRAND PROMOTION
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General
Subject Code
MK
Course Number
341
Course Title
INTEGRATED BRAND PROMOTION
Course Long Title
INTEGRATED BRAND PROMOTION
Department(s)
Course Level
Post-Baccalaureate, Undergraduate
Degree Attributes
Undergraduate Tuition Rate
Course Description
Presents an integrated brand promotion (IBP) approach to advertising. IBP involves coordinating all promotional activities, including direct marketing, advertising, sales promotion, personal selling, public relations, publicity, and branded entertainment to create widespread brand exposure. Message development, placement, and timing are examined within the context of the role each type of promotion plays in marketing strategy development. Prerequisite: MK 301.Offered: Fall semester only.
Min
3