May 27, 2024  
2022-2023 Graziadio Academic Catalog 
    
2022-2023 Graziadio Academic Catalog [ARCHIVED CATALOG]

MKTG 682 Marketing Communications for the Digital Age (4)


This course expands upon the student’s understanding of marketing communications by emphasizing the role of the integrated marketing communications (IMC) program in both building and maintaining the brand image and health of an organization. The student will study the process by which IMC programs are planned, developed, executed and measured through exposure to the various IMC tools used in digital age marketing such as social media, digital and interactive marketing, advertising, direct marketing, sales promotion, publicity and PR, events, and internal marketing efforts. The balance between the theoretical and practical aspects of IMC make this course relevant to those interested in careers in promotion or product/service marketing management. Prerequisite(s): Full-Time: MKTG 626 Marketing Management (3) . Fully Employed:  MKTG 658 Marketing Management (4)  

Student Learning Outcomes
  1. Identify the different channels and programs used in marketing communications.
  2. Recognize key success factors for developing and executing successful marketing communications.
  3. Describe the impact of the digital age on marketing communications.
  4. Apply marketing communication programs connective strengths in developing an integrated marketing communications (IMC) program
  5. Evaluate the elements of an effective IMC program including setting goals, budgets and metrics.
  6. Design an integrated marketing communications (IMC) program.
Grading Basis: Graded