Integrated Marketing Communication

Catalog description

Description: Advanced exploration of the strategic planning and implementation of Integrated Marketing Communication campaigns. Uses case studies, projects, and industry examples to emphasize the importance of coordinating and combining diverse traditional and digital marketing tools and channels (advertising, public relations, direct marketing, and sales promotion) to deliver clear, consistent, high-impact messages that resonate with target audiences. Course also delves into contemporary theories, models, and tools that inform decision-making in promotional communication strategies. No credit for SC 4603 .