MKT 3334 - Integrated Marketing Communications

Credits: 3 hrs

This course takes a holistic approach to plan, integrate and implement the various forms of marketing communications toward the goal of enhancing brand equity. It covers different aspects of Integrated Marketing Communications (IMC) program: advertising management in traditional and new media, consumer and trade-oriented sales promotions, public relations, point of purchase communication, sponsorships, and examination of several successful IMC campaigns. Prerequisite(s): MKT 3331. Prerequisite(s): MKT 3331.