3.0

Average Course Rating

Integrated marketing communication (IMC) breaks down the traditional advertising, public relations, and marketing silos by challenging practitioners to apply the optimum mix of media and message to motivate target audiences to act. An increasingly complex digital environment supports the need to embrace IMC as a comprehensive approach. In this course, students learn what IMC is, its relevance in an online world, and how to apply the appropriate communication channels and messages based upon audiences’ needs and the business realities of marketing campaigns. During the semester, students develop a toolkit of steps to follow to attain marketing success. Through simulation exercises, case study analysis, and self-directed reading, students develop a results-oriented and measurable marketing campaign proposal.