INTEGRATED MARKETING COMMUNICATIONS
Course level: "Graduate"
"<p>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.</p>"
Purchase of LabPaq® Hands-on Lab Kits are required for this course.
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What you'll learn
What you’ll learn
- Describe essential components of an integrated marketing communication (IMC) program.
- Explain critical elements for building and maintaining a brand.
- Explain how the consumer purchasing process and associated buyer behaviors play a critical role in developing an integrated marketing strategy.
- Assess the role of the IMC process in brand building.
- Analyze the significance of marketing segmentation in achieving the right marketing communications objectives.
- Evaluate integrated marketing campaigns in action.
- Evaluate how contemporary advertising theory is applied to successful campaigns.
- Explain how the creative process drives strategic messaging.
- Determine how to select the most effective media mix to deliver the right IMC message.
- Design and implement effective digital content, e-commerce, and interactive marketing strategies.
- Explain the use of blogs and viral marketing to build consumer interest.
- Evaluate methods used to effectively incorporate social media into your IMC strategy (e.g. via the Web, Facebook, Twitter, Pinterest, YouTube).
- Explain the role of alternative techniques in strategic marketing such as Buzz, Stealth, Guerilla, and Lifestyle marketing.
- Analyze principles of data mining and database management that are used to develop personalized communications.
- Integrate aspects of direct response, personal selling, sales promotion, and public relations into your IMC plan.
- Assess the role of event marketing and sponsorships in integrated marketing communications.
- Evaluate social, ethical, and legal requirements that must be considered in IMC.
- Evaluate an integrated marketing program using relevant metrics.
- Explain how international factors affect global marketing messages.