Sep 18, 2025  
Undergraduate Catalog 2025-2026 
    
Undergraduate Catalog 2025-2026

MKT 4123 Integrated Marketing Communications

Three hours (On Campus and Online)
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 MKT 2353  , ENT 2013 , or MKT 2143  
Offered on campus Spring semester
Offered online Spring A term