BU310 Integrated Marketing Promotions (3 cr.)

This course examines the integrated promotion and communication strategies used in organizational marketing efforts. Topics include the use of advertising, direct marketing, sales promotions, public relations, personal selling, and social media to promote products and services. Message development and communication approaches for various types of promotional strategies 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 the communications and promotional mix elements of advertising, direct marketing, sales promotions, public relations, personal selling, and social media.
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. Explore different social media techniques used in promotional campaigns.
6. Plan a promotional campaign that implements communications and promotional mix elements plus communications techniques that are appropriate to the target audience.