Program Objectives.
Upon completion of this course, students will acquire professional in-demand skills and will be able to:

• Identify the elements that comprise the marketing communication mix.
• Explain the relationship between the elements of the communication mix.
• Explain the key elements and importance of branding.
• Understand and apply the elements needed to develop an integrated communication plan including positioning, market analysis and selection, media strategy, and creative strategy.
• Develop all the tasks needed for the analysis and strategic planning of a promotional campaign for a product

Integrated Advertising, Promotion, Marketing Communication
by Kenneth E. Clow, Donald Baack
Pearson
8th or 9th edition

About the authors
Kenneth Clow is a Professor of Marketing and holder of the Biedenharn Endowed Chair of Business in the College of Business Administration at the University of Louisiana at Monroe. He previously served as the Dean at both the University of Louisiana at Monroe and the University of North Carolina at Pembroke.
Donald Baack holds the rank of University Professor of Management at Pittsburgh State University. Baack received his Ph.D. from the University of Nebraska. His primary area of study is Organization and Management Theory. Clow and Baack also wrote the Concise Encyclopedia of Advertising.

About the Publisher
Pearson is the world's largest education company. Although Pearson generates approximately 60 percent of its sales in North America, it operates in more than 70 countries. In 2019 Pearson announced it would begin the process of phasing out the publishing of printed textbooks, in a plan to move into a more digital-first strategy. The company reportedly envisions students relying more on e-textbooks, which would be updated frequently.