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Course Title & Description
For
Online Advertising Course

Course Number: MKG 277 Online 

Course Title: Advertising and Promotion: An Integrated Marketing Communication Perspective

Course Description

The purpose of this course is to provide the student with an overview of the field of advertising and promotion and its role in the marketing process. We define the concepts of marketing and relationship marketing. This course also introduces the concept of Integrated Marketing Communications (IMC), its evolution, and examines how various marketing and promotional elements must be coordinated to communicate effectively. We also discuss the reasons for the increasing importance of the IMC perspective in planning and executing advertising and promotional programs. First, marketers understand the value of strategically integrating the various communication functions rather than having them operate autonomously. The move to Integrated Marketing Communications also reflects an adaptation by marketers to a changing environment, particularly with respect to consumers, technology, and media. The various elements of the promotional mix Product, Price, Placement, Promotion) are introduced in this course along with an extensive discussion of how these basic tools work as a IMC. This course also examines the various tasks and responsibilities involved in advertising and promotion management and a model of the integrated marketing communications planning process is presented.

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