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Center for Continuing and Professional Education at Georgetown University

Integrated Marketing Communications

Course Description:
Possessing a relevant, thorough, and effective marketing communications plan is critical to building brands, creating and maintaining relationships, managing expectations, and delivering value for many organizations.

This course provides a broad introduction to integrated marketing communications (IMC). Students learn the elements of a strategic communications plan. In the class, students also review marketing mix development in various product/service life stages of a company. This helps students gain an understanding that the integrated communications plan must tie to business goals, audience relevancy, market penetration, and measurable results. Lastly, students gain an understanding of how to plan and implement an integrated marketing communications plan from the viewpoints of advertising agencies, businesses, and nonprofit organizations.

Prior to the first class, participants will receive a syllabus listing the required textbooks and delineating the required readings and case studies.

Course Prerequisite:
Previous academic coursework in marketing or some professional experience. Participants with limited training or experience in marketing are strongly encouraged to take Principles of Marketing first.


XCPD-525-01
Integrated Marketing Communications
Fall 2009

Location:
Clarendon
240

Tuition: $850.00


Date and Class Meeting Times:

Class Meets:
Tue 6:00 PM - 9:15 PM

Continuing Education Units:
1.60 CEUs

Faculty:
Susan Nickbarg

Syllabus:
Click Here

Registration for this course has expired. For more information on this course and when it will be offered again, please click here to contact the program manager.

Please Note:
It is recommended that you purchase books at your favorite online retailer. Book requirements are listed in the syllabus. Required text: Integrated Advertising, Promotion and Marketing Communications, 4/E by Kenne

XCPD-525-01
Integrated Marketing Communications
Spring 2010

Location:
Clarendon
233

Tuition: $850.00


Date and Class Meeting Times:

Class Meets:
Mon 6:00 PM - 9:00 PM

Continuing Education Units:
1.60 CEUs

Faculty:
Susan Nickbarg

Please Note:
This is a required course for the Certificate in Marketing.

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Paralegal Studies Certificate Program Information Session
Monday, November 16, 2009 @ 6:30 p.m.
Center for Continuing and Professional Education (CCPE)
3101 Wilson Blvd., Suite 200
Arlington,VA 22201
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Tuesday, December 8, 2009 @ 6:30 p.m.
Center for Continuing and Professional Education (CCPE)
3101 Wilson Blvd., Suite 200
Arlington,VA 22201
Financial Planning Certificate Information Session
Wednesday, December 9, 2009 @ 6:30 p.m.
Center for Continuing and Professional Education (CCPE)
3101 Wilson Blvd., Suite 200
Arlington,VA 22201
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Center for Continuing and Professional Education
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Arlington, VA 22201
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