Description
A study of advertising, public relations, social media as well as
other forms of promotion to develop effective marketing strategies.
Concepts of organizing marketing activities around the use of
promotion, optimization of brands and assessing an organization's
brand portfolio provide a foundational understanding of leveraging
an organization's intellectual properties. By understanding the
concepts of building brand equity, students gain a valuable
perspective that will allow them to interpret the effectiveness and
tradeoffs for various strategies and tactics. Students will design
and present an integrated marketing communications plan and conduct
a brand audit. Prerequisites: BUS307 and BUS408 or instructor
approval. (3 s.h.)