BMKT 3333 Integrated Marketing Communications

The study of advertising and other promotional mix activities from an integrated marketing communications (IMC) perspective. Emphasis is on understanding the role of IMC in the overall marketing process and in the creation and maintenance of a branding strategy. Topics include brand positioning, the communication process, budgeting, creative strategy, media planning, the various IMC communication tools, and measuring and evaluating the effectiveness of the IMC program.

Prerequisite

BMKT 3331. May be taken as a Cultural Studies elective. (Fall, Spring)