Advertising and Integrated Marketing Communications

Catalog description

This course explores the development of advertising and promotions through the lens of integrated marketing communications (IMC). Students are introduced to the fundamentals of IMC, and learn to examine and apply an integrated approach to ensure consistency of creative strategy and execution. This approach focuses on the importance of incorporating all the elements of the marketing mix online and offline so that students learn how each of these areas can be combined into seamless communications programs that promote and build brands and businesses.