BUS440N - Marketing Communications

3 Credit(s)

Non Liberal Arts
This course examines the full range of marketing-communication techniques, including advertising, personal selling, sales promotion, public relations, and point of purchase. Taking an integrated marketing-communications approach, the course emphasizes assessing an organization’s external environment (economic, social, political/legal, technological) to determine appropriate mechanisms to reach targeted consumers. The legal and ethical implications of marketing decisions and practices, including deceptive advertising and unsubstantiated claims by advertisers, are addressed, as are topics of current interest such as global communications, globalization of markets, and the use of the World Wide Web as a marketing-communication medium. A term project requires development of communication strategies, and involves research both in the library and on the Web.

Prerequisite(s): BUS 100L or ACCT 204N, BUS 340N