Course Description:
This course provides a broad introduction to integrated marketing communications (IMC). You will learn the elements of a strategic communications plan. In the class you will also review marketing mix development in various product/service life stages of a company. This will help you to gain an understanding that the integrated communications plan must tie to business goals, audience relevancy, market penetration, and measurable results. Lastly, you will gain an understanding of how to plan and implement an integrated marketing communications plan from the viewpoints of advertising agency, business, and nonprofit organizations.
Prerequisite:
Principles of Marketing or permission of the instructor.
