MKTG 662 Marketing Communications (2)

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, and executed through exposure to the various IMC tools used in contemporary marketing such as advertising, direct marketing, Internet and interactive 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 615 Marketing (4) or MKTG 626 Marketing Management (3). Fully Employed– MKTG 658 Marketing Management (4).

Grading Basis: Graded