Integrated Mktg Communications

Catalog description

P: BUS 30101 with grade of C- or better, and junior or senior class standing. R: BUS 40500 with grade of C- or better. Integrated Marketing Communications is a methodology organizations use to harmonize marketing attempts across numerous communications mediums. The emphasis is on understanding the role of advertising and other promotional tools such as public relations, sales promotions, social media, direct marketing et al., in the IMC program of an organization to achieve effective marketing campaigns based on clear objectives, market segmentation, and target marketing, within established time and cost parameters. The course's goal is to teach students how to analyze and create an IMC program by using the latest value-based IMC concepts and measuring return on communication investment.