MKTG 3630 - Integrated Marketing Communication

Credit Hours: 3

Advertising is a marketing communication process whereby information is provided and transmitted for the firm. Advertising and promotion face a rapidly shifting landscape. A decline in traditional media viewing combined with the rise in internet usage and the use of social media have created a new paradigm. Effective advertising and marketing campaigns often now involve more than one well-made commercial because such a wide variety of media are available. Today, all the communication tools are together grouped as integrated Marketing Communications or Promotional Mix. This course provides the theory, concepts, and applications related to various elements of the promotional mix - advertising, sales promotion, direct marketing, public relations, and personal selling.