| (3 cr.) This course explores the many ways marketers
communicate with other businesses and with
consumers to inform and influence decision-making.
The course introduces students to the philosophy,
strategy and practices of integrated marketing
communications (IMC). To effectively plan,
implement and evaluate IMC programs requires an
understanding of the firm's overall marketing
strategy and process, insight into consumers'
needs, grounding in communications theory, and a
working knowledge of various IMC tools 150
including advertising, direct marketing, public
relations, sales promotion, point-of-purchase
displays and personal selling. Strategic and
creative issues are covered.
Prerequisite: MK 600; As Needed |
