Catalogue 2012 - 2013

MK 422 Campaign Planning and Management


3 cr.


MK 317, MK 340 as pre- or corequisite, and senior standing.

Course Description

This course is an investigation of the role of integrated marketing communication, the application and purchase of various media, and the impact on the client, consumer, business, and society. The focus of the course is to provide students with an overview of and practical experience with the use and effectiveness of marketing media such as television, radio, outdoor, print, and newer technologies. Integrated marketing communication strategies are developed and investigated.




in the fall semester.