2019-2020 Undergraduate Catalog

MKG 420 Integrated Marketing Communications

Uses discussion, cases, and problems to give experience in making decisions on a firm's promotional mix, and creating and presenting integrated promotional campaigns. Focuses on promotional research; market analysis; campaign, creative and media strategy; budget allocation; creative campaign design; and media selection and scheduling.

Prerequisite: MKG 300.

Not open to students who have credit in MKG 320.