Integrated Marketing Communication

This course provides an integrative approach to the study of the promotion mix, including advertising, publicity, personal selling, sales promotion and reseller support. Students will learn how the different marketing communication elements work together to enhance the marketing function and to achieve maximum impact on the marketing plan and the organization performance. Students will develop an integrated marketing communication plan for a product, service or idea using the concepts and techniques learned in class. The course also considers the latest approaches of effective public relations, by reviewing the components of a public relations campaign, and examining what has worked for others, as you craft your own form and style.