COMM 201: Integrated Marketing Communication

1 unit
Prerequisite: COMM 101
Integrated marketing communications (IMC) integrates various marketing tools (e.g., advertising, direct mail, social media, SEO, public relation) to provide clarity, consistency, and maximum communications impact by providing customers with information in the formats they prefer. This IMC course provides key instruction on the concepts and methods in marketing communications for traditional and digital media, including a foundation in the development and execution of integrated marketing strategies for an organization. Primary emphasis will be placed on consumer insight, branding, market segmentation and positioning, message strategy, promotion, and the execution of marketing communications practice. Hill