Integrated Marketing Communication

Catalog description

Description: Principles and practices of Integrated Marketing Communication/IMC. Examination of how various communication tools blend to create consistent and effective messages across multiple channels. Includes key elements of the promotional mix: advertising, public relations, direct marketing, and sales promotion. Students will learn basic IMC strategies that align with overall marketing goals and understanding target audiences, crafting compelling messages, and selecting appropriate communication channels. Intro to fundamental theories and current trends in marketing communication. Previously JB 4603.