| Course ID: | MARK 7625. 1.5-3 hours. |
| Course Title: | Integrated Marketing Communications (IMC) |
Course
Description: | Analytical approach to the study of marketing communications of
business firms and other types of institutions. Attention
focuses on the process and the challenges involved in developing
effective communication strategies for organizations. Students
learn to identify the role of advertising as it relates to other
marketing functions and other promotional activities. |
| Oasis Title: | INTEG MKTG COMM |
| Duplicate Credit: | Not open to students with credit in MARK 8620 |
| Prerequisite: | MARK 7510 |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Students will gain an appreciation of the role of advertising
as it relates to other marketing functions and other promotional
activities.
Students will develop an understanding of the advertising
industry and the environment in which it operates.
Students will practice theoretical and analytical skills
necessary for the development, execution, and evaluation of
advertising strategies.
Students will present and defend their recommendations for
advertising strategy, and critically examine and discuss the
recommendations of others. |
| Topical Outline: | Process of developing effective communication strategies
Challenges of developing effective communication strategies
Role of advertising: other marketing functions
Role of advertising: other promotional activities |