MKTG-762 Integrated Marketing Communication (3)

Survey of issues and techniques in integrated marketing communication (IMC). The course covers foundation issues, general strategic issues, and specific IMC 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. Prerequisite: MKTG-612 or MKTG-632 (may be taken concurrently).