IMC in the Digital Age

Catalog description

Integrated marketing communications (IMC) is at the heart of a strategically coordinated effort to reach a company's target market.  Social media, digital and email marketing, advertising, personal selling, PR, and promotions must be consistent, effective, engaging, and cut through the noise of today's media channels.  This course emphasizes practical managerial concepts for developing an effective communications program, focusing heavily on today's digital marketing channels.  This includes a focus on proper resource allocation and channel selection to maximize brand messages that build awareness, product/service knowledge, and help facilitate customer conversion. Prer., Graduate students only.