 | | MARK 695A | Integrated Marketing Communications | Credits: | 3.0 | Department: | Marketing | Program: | MBA |
Prerequisite: MBA 610 The purpose of this course is to introduce students to the principles and practices of Integrated Marketing Communications (IMC) including the strategies and tactics involved in developing and executing IMC programs. Emphasis will be placed on the notion of aligning marketing communications tools: advertising, sales promotion, publicity, direct marketing, sponsorship and personal selling – to provide clarity, consistency and maximum communications impact.
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