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Dec 19, 2024
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MKT 132 - Integrated Marketing CampaignsSemester Hours: 3
Once a Year
Focus on strategic problem-solving and creative decision-making in the development of an integrated marketing campaign. The integrated marketing approach focuses on a strategic coordination of the communication elements in the marketing mix. Students will complete an integrated communication plan and campaign. Topics include market analysis, primary and secondary research, strategic planning, development of marketing objectives and strategy, media planning, and advertising and other promotional activities. Special emphasis on campaign conceptualization, creation, development, and proposed execution. Marketing communication principles and theory, as well such topical issues as global advertising, new media, and ethics are covered.
Prerequisite(s)/Course Notes:
MKT 131 and junior class standing or above.
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