Integrated Marketing Strategy –

mkt498

(3 credits)

This course provides students with an in-depth study of Integrated Marketing Communications (IMC). Emphasis will be placed on the strategic roles and integration of marketing communication tools including advertising, public relations, sales, promotion, event management, media selection, and marketing management.

This undergraduate-level course is 5 weeks. To enroll, speak with an Enrollment Advisor.

Topics and Objectives

Marketing Analysis
- Describe the purpose and value of integrated marketing.
- Determine the proper analysis needed to generate specific marketing outcomes.
Market Assessment
- Identify an ideal target market for a selected product or service.
- Determine the competitive advantage of a product or service.
- Develop a marketing positioning statement based on assessment.
Marketing Tactics
- Determine marketing tactics necessary to achieve the desired goal of branding, positioning statement, and competitive advantage.
- Differentiate between quantifiable and non-quantifiable marketing tools.
Marketing Tools
- Determine the optimal combination of marketing tools based on market conditions and a selected target market.
- Compare and contrast different types of value networks and distribution channels.
Integrated Marketing Campaign
- Prepare an integrated marketing campaign.

The University of Phoenix reserves the right to modify courses.
While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Advisor.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.

Integrated Marketing Strategy –

mkt498

Marketing Analysis

Market Assessment

Marketing Tactics

Marketing Tools

Integrated Marketing Campaign

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