This course explores the planning, execution, and evaluation of integrated marketing communication strategies. Students will learn how to create comprehensive campaigns that combine advertising, public relations, sales promotion, and digital media to achieve business objectives. Topics include consumer behavior, message development, media planning, and measuring campaign effectiveness. Students will apply what they have learned to design a strategic IMC campaign including the development of a positioning statement, big idea/theme, message strategy, media plan, and evaluation plan.
Prerequisites Complete

MKTG 200 Principles of Marketing

Credits: 3

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