DeGroote School of Business

Course Description

M727 - Marketing Communication

This course is designed to build on previous marketing courses by focusing specifically on aspects of integrated marketing communications (IMC). Advertising and promotion will be emphasized but public relations, personal selling, and direct marketing will also be covered. Both traditional (e.g. print, broadcast) and emerging media (e.g. internet, CD ROM) will be addressed. Students will learn to apply relevant psychological theory in IMC contexts and will acquire practical managerial information concerning the operation of ad agencies, the development of communication objectives and budgets, and the implementation and evaluation of media strategy.

  • Prerequisite: M600 OR M650

Course Offerings

Winter 2025

Code Section Outline
M727 E C01

Winter 2024

Code Section Outline
M727 C01

Fall 2023

Code Section Outline
M727 E C01 Outline

Summer 2023

Code Section Outline
M727 E C01

Winter 2023

Code Section Outline
M727E CO1 Outline

Summer 2022

Code Section Outline
M727 E C01 Outline

Winter 2022

Code Section Outline
M727 E C01 Outline

Winter 2021

Code Section Outline
M727E C01 Outline

Winter 2020

Code Section Outline
M727E C01 Outline

Winter 2019

Code Section Outline
M727E C01

Course Offerings Archive Submission Form

If you need an outline from an earlier semester, please use this form to contact us. Outlines for current and future courses will be posted here on the website as they become available.


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