Course Description

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.