MKT 341 : Integrated Marketing Communication

Prerequisites: MKT 201

This course introduces the key concepts, management, and process of integrated marketing communications. It discusses the communication role in a marketing environment, and how and why IMC is so important in building and sustaining brands. Topics include development of a basic IMC plan with applicable target markets, use of the marketing communications mix, databases and databas marketing, advertising and media buying, public relations, trade promotions, internet marketing, packaging and point-of-purchase material, and evaluation and measurement of marketing communication.