“MAR3023: Principles of Marketing"
Integrated marketing communications involves the development of marketing strategies and creative campaigns that weave together multiple forms of communication media (advertising, public relations, promotion, social media, etc.) to suit the particular messaging goals for a brand. The course exposes students to how both traditional and nontraditional tools of promotion are integrated to effectively communicate brand messages to both customers and stakeholders. It emphasizes the principles of branding and communications theory, the role of different tools in the promotional mix, their benefits in contributing to an integrated communications plan, the formulation of an integrated marketing communications plan, and the identification of ethical, social, and legal implications of integrated brand messages to customers and stakeholders (3 Credit hours). Prerequisite: MAR3023 (Principles of Marketing).