MKTG-763 Overview of Integrated Marketing Communications (1.5)

Survey of issues and techniques for integrated marketing communication (IMC). The course covers foundation issues, general strategic issues, and specific traditional media vehicles and techniques. Includes the role of the brand in IMC, the role of consumer behavior, setting objectives, creative planning and implementation, media planning, advertising, sales promotion, sponsorship, and campaign effectiveness. Grading: A-F only. Prerequisite/Concurrent: MKTG-612 or MKTG-632.