Course Description for Integrated Marketing Communications
Integrated Marketing Communications
Prerequisite: MAR 6805
Description: This course 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 builds upon marketing principles to focus upon the broader promotional mix as a crucial component of marketing strategy. 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.