mkt544 | Graduate
Integrated Marketing Communications
This graduate-level course is 6 This course is available as part of a degree or certificate program. To enroll, speak with an Enrollment Representative.
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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
Developing an IMC Strategy for Brand Building
- Explain how technology (namely databases) influences IMC strategies
- Analyze varying brand messages through market segmenting
- Demonstrate the IMC planning process
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: 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 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
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