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.