MRKT 337 Integrated Marketing Communications

This course identifies the foundational concepts of integrated marketing communication (IMC) and describes IMC's place in overall organizational structure. Special emphasis is placed on the analytical and creative aspects of IMC management including campaign strategy, campaign creation, use of traditional and non-traditional media, and legal and ethical responsibility. Students also examine the process of creative thinking for conceiving big ideas and innovating. Theory is combined with practice as students select a product, service, or organization, conduct a strategic analysis, determine target market, craft market positioning, select media and develop creative executions to build a complete integrated marketing campaign report and presentation.