Integrated Marketing Communications –

mkt544

(3 credits)

This course prepares students to apply integrated marketing communications as part of a strategic marketing plan. Students evaluate how marketing communication tools build brand value. Topics include advertising, promotions, public relations, sales, and direct marketing.

This graduate-level course is 6 weeks. To enroll, speak with an Enrollment Advisor.

Topics and Objectives

The Fundamentals of Branding
- Describe the brand building process
- Analyze the role of IMC in building the brand
- Determine brand building strategies that establish stakeholder relationships
Developing an IMC Strategy for Brand Building
- Analyze varying brand messages through market segmenting
- Demonstrate the IMC planning process
- Explain how technology (namely databases) influences IMC strategies
Creating and Delivering IMC Messages
- Explain how the creative process drives the message strategy
- Evaluate the execution of message strategies delivered via words and images
- Propose the most effective media mix for delivering IMC messages
IMC Functions- Advertising, Internet, Sales Promotion, Trade Promotion
- Design an IMC media plan
- Analyze the use of sales promotion, internet, advertising and packaging strategies in IMC
- Apply trade-promotion strategies to IMC
IMC Functions: Personal Selling, Public Relations, Direct Marketing, Experiential Contact
- Integrate personal selling, public relations, and direct marketing into an IMC plan
- Analyze the strengths and weakness of event marketing and sponsorships that are delivered in the IMC plan
External and International Implications and Measurements
- Describe the social, ethical and legal implications that must be considered in IMC
- Explain how external international factors affect IMC
- Explain the role of metrics in IMC

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 Communications –

mkt544

The Fundamentals of Branding

Developing an IMC Strategy for Brand Building

Creating and Delivering IMC Messages

IMC Functions- Advertising, Internet, Sales Promotion, Trade Promotion

IMC Functions: Personal Selling, Public Relations, Direct Marketing, Experiential Contact

External and International Implications and Measurements

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