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2016-2017 Undergraduate & Graduate Catalog
MKT 655 - Promotional Strategy
Provides students with an understanding of the communications process as it applies to advertising and other areas such as product symbolism, packaging, pricing, channels, and personal selling. Students are required to apply basic concepts in determining the objectives of a communications-promotion program, establishing the relative roles of personal selling and advertising, building an advertising campaign, and determining the program budget. Prerequisite: Completion of M.B.A. background equivalents.