Introduction to Integrated Marketing Communications

Catalog description

This introductory course begins to examine areas of marketing communications which includes branding, advertising, digital media and corporate communications. The course will cover strategic decisions in advertising, corporate communications and promotions, as well as consumer insights, creative decisions and execution, and media deliveries. Theories of communication will be studied to better understand audiences, dialogues, and messages. Case studies will further explore issues in each of these areas. Prerequisite: COMM 101 OR permission of instructor.