COMS 673 - Integrated Marketing Communication

Credits: (3)

From an applied perspective, this course will focus on identifying the principles of integrated marketing communication, as well as explore the historical aspects and leading scholars in the field of IMC. Additionally, the course will cover the effective integration of an organization’s marketing communication initiatives. Also discussed will be IMC tactics, corporate social responsibility, branding, sponsorship and production promotion, and the impact social media have made on IMC.