UMass Boston

Integrated Marketing Communication

Course #: MKT 403, Class #: 3205, Section #: 01

Description

Integrated marketing communication (IMC) is a response to communication challenges facing today's organizations. More encompassing than advertising, IMC weaves together a broad array of traditional and innovative communication tools and techniques in highly coordinated customer-focused programs. In this course students are provided with a thorough exposure to traditional tools and methods of advertising. On this base, the newest concepts and applications of IMC are developed, incorporating channels from the Internet to public relations. Drawing on reading materials, lectures, guest speakers, exercises and projects, participants are expected to understand and create their own IMC strategies.

Prerequisites

BC 290, MKT 301 and a minimum of 60 credits MGT majors only