Integrated Marketing Communications

Catalog description

Overview of Integrated Marketing Communications (IMC), a study of the promotional mix (i.e., advertising, personal selling, sales promotion, publicity, sponsorship, marketing, and point-of purchase communication) and other elements of marketing mix (i.e., product/brand, price, distribution) as they speak with one voice in communication between the firm and its customers. Specifically examines integrated marketing communications, brand management, environmental marketing, the regulatory process, and ethical issues in advertising. Investigates the contributions to integrated marketing communications from the communications and semiotics fields, the behavioral sciences, and attitude and persuasion research. Explores branding, labeling, and packaging strategies. Includes analysis of direct marketing (including interactive marketing), trade and consumer sales promotion, public relations and rumor control, and the personal selling process. Examines specific treatment of the social, legal, ethical and international dimensions of integrated marketing communications.