Academic Catalog 2022–2023

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MKT302 Integrated Marketing Communication

[3–0, 3 cr.]

This course introduces students to the concept and application of integrating the various elements of advertising, sales promotion, public relations, direct marketing and other essentials of the marketing mix to support the overall marketing strategy. The course links the fundamentals of segmentation, target­ing, positioning, buyer behavior, and branding with planning, budgeting, and executing a comprehensive, integrated marketing communication program from message development through media selection. Topical coverage includes: the formulation and analysis of promotional objectives; the development of pro­motional campaigns that convert qualified leads into prospects, prospects into new customers, and new customers into long-term relationship partners; the integration of marketing communication knowing how different media work synergistically; the allocation of budget among different promotional tools, media selection, and consumer response to different messages.

Prerequisites: MKT201 Introduction to Marketing.