Integrated Marketing Communications

Catalog description

This class integrates the marketing mix and the promotion plan, targets markets for promotion, and develops situational analysis for a consumer good product. The learner selects and applies creative approaches that support promotional strategies and position in the marketplace. The learner also integrates sales promotion and personal selling in the promotion plan and assesses publicity as an element of the promotion plan and integrates advertising and point-of-purchase into the plan. In this course, the learner develops an integrated marketing communications program and explore digital marketing's transformative impact on traditional marketing practices and examines digital segmentation, digital marketing around the globe, digital divide, digital privacy, and digital analytics.