MKTG 3520 - Integrated Marketing Communications

5 credit hours
This course is designed to introduce students to the field of advertising and promotion from an integrated marketing communications (IMC) perspective. The course will introduce communication theory, marcom tactics, planning, and coordination of IMC programs and address the roles of advertising, support media, direct marketing, sales promotion, digital/technology-enabled marketing, and public relations. Students will develop the skills necessary to plan, execute, and coordinate an integrated marketing communications project or campaign that helps sustainably and ethically communicate and create value for customers and other stakeholders.

Prerequisite Course(s): C- or higher in MKTG 3500