Integrated Marketing Communications

Catalog description

In Integrated Marketing Communications students will create an integrated marketing campaign using the concepts and principle s associated with an effective Marketing Mix. The course will cover various strategies that lead to the creation, implementatio n, and ongoing evolution of marketing communications to a target market. Students will learn how to integrate advertising, promotion, positive publicity opportunities, consumer behavior, market trends, various methods to communicate, media outlets, sales, ser vice, budgetary variables, production, ethics, and legal considerations applying these concepts through the study of different inte grated marketing cases. Prerequisite: MKT122