MKT 616 Global Marketing Communications (3 credits)
This course offers an introduction to the disciplines within marketing communication and to the concept and practice of integrated marketing communication planning. It includes descriptions of fundamental theory and practice within advertising, public relations, sales promotion, direct marketing, e-commerce, event planning, and sponsorships. Students will also explore the role of cultural differences, social-political issues, and global communications institutions in helping multinational organizations communicate with target audiences.