BUS 41500 - Integrated Marketing Communications

Integrated Marketing Communications is a methodology organizations use to harmonize marketing attempts across numerous communications mediums. The emphasis is on understanding the role of advertising and other promotional tools such as public relations, sales promotions, social media, direct marketing et al., in the IMC program of an organization to achieve effective marketing campaigns based on clear objectives, market segmentation, and target marketing, within established time and cost parameters. The course’s goal is to teach students how to analyze and create an IMC program by using the latest value-based IMC concepts and measuring return on communication investment.

Preparation for Course
P: BUS 30101 with grade of C- or better.

R: BUS 40500 with grade of C- or better.

Cr. 3.
Session Indicators
Typically offered Fall, Spring and Summer.
Notes
Enrollment in business (BUS) courses numbered 30100 and above is restricted to students who meet established criteria: business majors who have met the pre-business requirements and been admitted into one of the business majors; or students that have declared other pre-approved programs or minors which require particular business courses, and completed all course prerequisites; or students that have obtained written permission from the department through which the course is offered.