Integrated Marketing Communication
GSM MK 860
The purpose of Marketing 860, Integrated Marketing Communication, is to help students understand the evolution in marketing and communication that is being created by the shift of technology in new and traditional media. By becoming less functionally-driven and more consumer-focused, marketing leaders will begin to see that 'integration' is more than having a consistent 'look' across all media platforms and better understand how to develop opportunities via targeted strategies that align with both customer expectations and business objectives. This course will focus on IMC - where it's been, where it's going and current challenges to IMC, including internal functional silos, and traditional marketing and advertising strategies. In addition, the class will review the various new mediums that continue to push marketing communications past traditional thinking and structures putting it all in perspective through a course project that will challenge students to put all of these learnings into perspective.
Note: this course was also offered during Summer Term