MK310 Promotion & Communication (3 cr.)

Prerequisite(s): MK301 
This course examines the tools of promotion and communication used in organizational marketing efforts. Topics include advertising, direct marketing, sales promotions, public relations, and personal selling. Message development and communication approaches for various types of promotion are discussed. Legal and ethical issues related to marketing promotions and communications are also considered.

Upon completion of this course, students are expected to be able to do the following:

1. Examine the attributes and dynamics of each of the communications and promotional mix elements of advertising, direct marketing, sales promotions, public relations, and personal selling.
2. Assess the strengths, weaknesses, appropriateness of use, and relative costs of each of the communications and promotional mix elements.
3. Analyze how the communications and promotional mix elements are coordinated to effectively market products and services to target audiences.
4. Identify the required steps in developing effective marketing communications to include determining the communication objectives, designing the message, choosing appropriate media, and measuring consumer feedback.
5. Plan a promotional campaign that implements communications and promotional mix elements plus communications techniques that are appropriate to the target audience.
6. Examine the contemporary legal and ethical issues surrounding marketing communications and promotions.