OAD 40863 INTEGRATED MARKETING

The course focuses, from a managerial perspective, on the study of the theoretical and practical sides of strategic, synergistic planning to effectively use promotional tools to help a organization achieve its promotion objectives. Students to learn to evaluate audience demographics and apply the appropriate communication channels and messages based upon the audiences' needs and the business realities of marketing campaigns. Emphasis is on strategic planning, implementation and control of promotional activities. Topics include an evaluation of the role of promotion in marketing and the economy and the formulation and analysis of promotional goals. Media strategy,sales strategy, creative strategy, integrated marketing communication objectives, and budget determination are also explored. Prerequisite: OAD 31863 Marketing. Crosslisted with COM 40863 Integrated Marketing.