BUMA 121 — Principles of Advertising and Promotions Units: 3
This course will help the student develop a thorough understanding of the various forms of marketing communications, such as advertising, sales promotion, social media, and direct-response. The focus will be on the concept of Integrated Marketing Communications as one of the functions of marketing strategy and a core element of the marketing mix. The course will include a study of advertising, media, and sales promotion as tools in marketing activities. Lecture Hours: 54 Lab Hours: None Repeatable: No Grading: Letter Prerequisite: BUMA 027. Advisory: None Limitation on enrollment: None Transfer Status: CSU Degree Applicable: AA/AS COD GE: None CalGETC: None
Prerequisites: BUMA 027