This subject expands students' knowledge of major theories and recent ideas in managing the marketing communications function. It covers advanced topics in advertising and communication including: advertising, personal selling, public relations, and sales promotions. The emphases will be on understanding the theoretical foundation underlying persuasive communications, promotional strategy selection, integration of communications with other marketing activities, strategy implementation, and measurement of effectiveness. -- Course Website
Prerequisites: Admission into MC-COMMG, MC-COMMK or BH-COM