MKTG 3403 - Promotional Strategy

A managerial approach to coordinating all promotional activities including direct marketing, advertising, sales promotion, personal selling, public relations, internet, mobile and digital advertising, social media, and packaging and labeling - to produce a unified, market-focused message. Message development, placement and timing are examined within the context of the role each type of promotion plays in marketing strategy development. Additional topics examined include media definition and analysis, the communication process, legal and ethical considerations, and budgeting. Class 3. Prerequisite(s): MKTG 2503. (Fall)