Mar 19, 2024  
Undergraduate Catalog 2017-2018 
    
Undergraduate Catalog 2017-2018 [ARCHIVED CATALOG]

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MKT 3630 Integrated Marketing Communications


3 Hours

Prerequisites: MKT 3210 .

The marketing communications landscape is more complex than ever. Recognizing the importance of coordinating the numerous and varied consumer touch points available to marketers, this course approaches the promotional aspect of marketing from an integrated marketing communications perspective. In particular, although traditional media advertising is often the most visible part of a firm’s communications, attention will also be given to the strategic role of other elements of the promotional mix, including digital/internet marketing, direct marketing, sales promotion and public relations. Emphasis will be placed on developing consumer insights on which to base creative and media decisions, as well as the importance of setting and evaluating performance against actionable promotional objectives.



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