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Personal Selling and Direct Marketing
- Explain the sales process.
- Identify the role of personal selling in the promotion mix.
- Describe the types of direct marketing.
The Changing Role of Marketing in the 21st Century
- Explain the role of the Internet and of integrated media in an integrated marketing communications program.
- Describe how to evaluate the effectiveness of online communication practices and strategies.
- Evaluate the social and ethical aspects of advertising and promotion.
- Identify the advantages and disadvantages of Internet-based marketing communications.
Marketing Communications: Process, Theory, and Promotional Mix
- Describe the marketing communications process.
- Contrast marketing communications with integrated marketing communications.
- Explain how effective marketing integration improves communication.
- Identify the essential elements of the promotional mix.
The Media Mix, Media Selection, and Consumer Sales Promotion
- Compare and contrast types and functions of advertising media.
- Describe the advantages and disadvantages of print, broadcast, and support media.
- Summarize how sales promotion is coordinated with advertising.
- Describe the role of consumer sales promotion programs and objectives in marketing communications.
Public Relations and Branding
- Describe the role public relations plays in marketing communications.
- Compare the strategic functions of brands in building and sustaining brand equity.
- Identify the role of marketing communications in the introduction of new brands.
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