MKT 4123 Integrated Marketing Communications

Three hours (On Campus)

This course examines the foundational aspects of integrated marketing communications (IMC) and its role in the marketing mix. Students will understand the interactive and systematic process of crafting a cohesive message to stakeholders resulting in a clear delivery of organizational value through multiple outlets. The theoretical underpinning of IMC will be examined using four pillars: stakeholders, content, channels, and results. Therefore, emphasis will be placed on strategies that increase collaboration, and engagement, with audiences through both traditional and digital media.

Prerequisite: either COM 2353, ENT 2013, or MKT 2143
Offered on campus Spring semester