Integrated Marketing Comm

Catalog description

Integrated Marketing Communications (3-0) The course is designed to provide a brief outline of the historical development and present state of integrated marketing communications (IMC) by the advertising industry. IMC is viewed as data-driven and consumer-centric methods of communicating with consumers. The course examines the fundamental principles of IMC, the basics of planning and implementing IMC into a traditional advertising campaign, and the functions of databases in developing consumer-oriented IMC programs. The course reviews major components in the IMC mix, skills and tools required for students to execute succesful IMC programs as part of or in complement to an advertising campaign. Prerequisites: COMM 2330 with a grade of "C" or better or instructor approval.