MRKT - 338. Integrated Marketing Communications

3 credit(s)
This course focuses on the latest marketing communication practices, known as integrated marketing communications (IMC), featuring an overview of the major media, including broadcast, print, outdoor, point of purchase, direct mail, Internet, telemarketing, public relations, promotion, and more. The emphasis is on how to analyze and create an IMC program by using the latest value-based marketing concepts and measuring “return on communications investment.” Through individual analysis and discussion of case studies, students learn how to apply core marketing principles by using the latest IMC methods and communication tools.

Prerequisite(s): MRKT 212.
Attribute: (ATTR: BUS, FILM)