MKTG 6740 - Integrated Marketing Communications Strategy

The course focuses on the study of the theoretical and practical sides of integrated marketing communications strategy development from a managerial perspective. Included is exposure to the elements of the integrated marketing communications mix (advertising, sales promotion, public relations, interactive marketing, and selected personal selling actions). Media strategy, creative strategy, integrated marketing communication objectives, and budget determination are also explored. Course format may include case studies and/or group projects.

Prerequisites/Corequisites: Prerequisite: MKTG 6130.

Credits: 3 hrs.

Notes: Open to Graduate Students Only. Enrollment in HCOB graduate business courses requires admission to the MBA or MSA program or the consent of the Director of Graduate Business Programs.