Integrated Marketing Communication (MRKT 712)
Offered By:
Management Technology Faculty
Description
This course is designed to enlighten students on the basic concepts and practices of Integrated Marketing Communications (IMC) in an enjoyable and practical way. The course starts with introducing IMC as a means for bridging the gap between organizations and their many stakeholders. IMC is the most exciting and creative areas within marketing. It is continually innovating and requires progressive managers who must demonstrate initiative and dynamism. Next, each of the main components of IMC such as advertising, sales promotion, personal selling, public relations, sponsorships, direct marketing, packaging, and exhibitions and trade shows will be analyzed and the integration among them will be discussed. Because communication takes place across multiple contexts, the course will move on to investigating the international dimensions of the marketing communications environment.