3711. Marketing Communications. Examines the integration of promotional activities within a marketing context. Presents the marketing communication role of the four elements in the promotional mix then takes a holistic perspective that focuses on the interrelationships among advertising, public relations, sales promotion, and personal selling. Prereq.: BUS 1500 and sophomore standing. 4 s.h. 3712. Creative Strategies in IMC. The creative process is related to the different message and graphic needs required in advertising, public relations, and sales promotion. Examines the synergistic possibilities of the separate efforts focused on the same creative strategy within an integrated marketing communications (IMC) campaign. Prereq.: ADVER 3711. 3 s.h. 3717. Media Planning and Buying. Planning, executing, and controlling of media buys. Techniques of allocation of budget among print and electronic media explored on national, regional, and local levels familiarizing the student with syndicated media resources. Prereq.: ADVER 3711. 3 s.h. 4811. Direct Marketing. In-depth investigation of direct marketing including mail order and direct response advertising. Measurability, accountability, lists, and the integration of direct marketing into the total marketing efforts. Prereq.: ADVER 3711. 3 s.h. 4855. IMC Campaigns. Capstone course in the integrated marketing communications curriculum. By employing the fundamental theories and practices garnered from previous integrated marketing communications courses for a specific IMC problem, the focus is the development of an integrated marketing communications campaign. Prereq.: ADVER 3711 and 3717. 3 s.h. UNDERGRADUATE PUBLIC RELATIONS COURSE 3710. Basic Public Relations. Study of the management function which investigates and evaluates public attitudes, policies, means, and techniques used in the field to earn public understanding and acceptance. Prereq.: ENGL 1551. 3 s.h.©2009-2012. Williamson College of Business Administration and its licensors. All rights reserved.
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