From a managerial perspective, emphasizes the development, execution, and evaluation of advertising campaigns. Includes agency-client relationships, budgeting, development of strategy, and implementation. Emphasizes the relationship between an organization and its internal and external publics. The role of public relations as a function of integrated marketing communication is presented. Topics include communication theories, ethical crisis management, and marketing publicity techniques.
Students build skills in planning, implementing, and analyzing the effects of campaigns.
This course fulfills the required internship for students majoring in Marketing. A critical and intensive study of selected topics in the field of marketing. Senior standing or permission of instructor.