Integrated Marketing Communications

Catalog description

This course examines how organizations coordinate marketing messages across advertising, public relations, sales promotion, personal selling, and digital media to support strategic objectives and customer engagement. Topics include integrated communication strategy, brand messaging alignment, audience insights, and measurable campaign outcomes across traditional and digital environments. Students develop integrated marketing plans, analyze communication effectiveness, and evaluate ethical, legal, and professional issues related to marketing content and communication strategies. Prerequisites: BSM 315 and MKT 400 with a “C” or better.