Covers the theory and management of the different elements of the integrated marketing communication
mix of firms. Includes an introduction to the marketing communication process and an overview of customer
psychology including models of motivation, persuasion, learning, and behavior modification. Communication issues
relating to band building and corporate image is discussed. Each of the elements of the promotion mix advertising,
sales, promotion, public relations, personal selling, and direct marketing (including communications and
promotions on the web) are examined.
Prerequisite Courses