BUS 409

Integrated Marketing Communication

This course is designed to introduce students to the field of advertising and promotion from an integrated marketing communication (IMC) perspective. The development of an IMC requires an understanding of the overall marketing process, customer behavior, and communications theory. Various applications of IMC tools such as advertising, sales promotion, publicity and public relations, personal selling, database marketing, and Internet marketing will be discussed using cases.

Prerequisites: BUS 310 or BUS 335