BUS-M 311 Introduction to Marketing Communications

• 16 weeks
• 3 credits
• Prerequisite(s): BUS-M300 and must not be a Kelley School of Business major

This course is designed to introduce students majoring outside of the Kelley School of Business to the field of advertising and promotion. Focuses on examining the factors impacting consumers’ receptivity to marketing messages and purchase behavior. Developing competitive marketing strategies, persuasive messages, and appropriate media vehicles for delivering them are covered. Emphasis on practical application of these concepts through course-long development and presentation of an Integrated Marketing Communications Plan.