BU 405 - Principles of Advertising

This course focuses on the management of the promotion function in the context of an integrated marketing communications perspective. The course will consist of an in-depth analysis of the uses of advertising, sales promotion, personal selling, direct marketing, social media, and public relations techniques. The emphasis in the course will be on selecting the most appropriate vehicles for transmitting the organization’s marketing message and on integrating the various options into an optimal integrated program.

Prerequisites: BU 215 (formerly BU 305)

Full course