MKTG 343 Integrated Marketing Communications

This course teaches a strategic approach to understanding and executing the full array of marketing communications. Topics include the essential role of integrated marketing communications (IMC) within the marketing function, product and service positioning, and the advantages, disadvantages and uses of various promotional tools such as advertising, sales promotion, publicity, public relations, personal selling and direct marketing. Special attention will be given to the constant changing role of interactive media. The course will focus on the process of developing effective IMC strategies that satisfy both promotional objectives and marketing goals, and developing an IMC plan.

Prerequisites

• MKTG 300: Marketing Principles

Special information

Prerequisite: Goal I: Communication - Part I Writing, plus 30 credits must be satisfied.