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    University of Scranton
   
 
  Oct 17, 2017
 
 
    
Undergraduate Catalog 2013-2014 [ARCHIVED CATALOG]

MKT 470 - Marketing Communications

3 cr.


(Prerequisite: MKT 351 ; senior standing)

Personal and mass communication approaches generated by manufacturers and intermediates or institutions toward target markets.  The design of advertising campaigns to shift consumer attitudes, to secure resellers’ support and to inform, persuade, and move them to action.  Development of copy selection and media and measurement of promotion effectiveness including evaluation of sales force.