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MAX 512 - Customer Touch Points

Course Description: 

This course focuses the massive transformations based on new technologies that are occurring in today's communication environment and the wide variety of consumer contact points it generates. Students will develop an understanding of how the industry is organized and how marketing communications flow from the source company to the target audience. The course examines the major aspects of developing and evaluating media plans beginning with the development of media strategies that flow from overall marketing communication goals. The course analyzes various media from the perspectives of cost, targeting, audience characteristics, and the nature of product/service.

Credit: 

(3-0-3)

Prerequisite: 

[(MAX 512)]

Corequisite: 

None