Dec 07, 2019  
2011-2012 Undergraduate Catalog 
    
2011-2012 Undergraduate Catalog Archived Catalog

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MKT 3620 - Integrated Marketing Communications


(3) Credit Hours

This course considers the many ways marketers communicate with target customers to inform and influence decision-making. Also considers the nature and role of integrated marketing communications in an organization’s overall marketing plan. Foundation concepts include target marketing, positioning, and consumer behavior as they relate to persuasive marketing communications. Specialized topics include objective and budget setting, planning the promotional message, media planning, sponsorship marketing, sales promotion techniques, public relations, and other elements of promotion strategy. Fall and spring semesters. Prerequisites: MKT 3130 with a minimum grade of C, junior standing or department head approval.



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