Course Integrated Marketing Communication

This course examines the concepts and strategies relevant to Integrated Marketing Communication. It demonstrates how traditional tools of communication come together with the new tools of communication to contribute to marketing efforts and sound communications decisions. Students will learn about: marketing principles and practices from which all communications-related activities must flow; the role of marketing communications and integrated communications campaigns; market research; brand strategy; planning; marketing mix analysis; customer value innovations; persuasion; customer relations among others.