MKTG 483 - Integrated Marketing Communications

Covers the different types of marketing communications and how to integrate them into a coherent IMC plan: advertising (media and creative strategies), sales promotion, public relations, direct marketing, event sponsorship, brand placement, internet advertising, search engine optimization, web site design, and viral communication tactics (e.g., social networks, user-generated content). Emphasis is on ‘new media’ and Web 2.0 strategies. Students develop a comprehensive IMC plan for an existing or invented product or service.

Prerequisites & Notes: Majors Only. MKTG 381, MKTG 382
Credits: 4
Grade Mode: Letter