Academic Catalog 2023–2024

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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 to support the overall marketing strategy. The course exposes students to the development of a comprehensive, integrated marketing communication program from message development through media selection.

Topical coverage includes: the formulation 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.