Integrated Marketing Communications and Public Relations

Marketers require a solid foundation in advertising, sales, promotion, public relations strategy, media techniques and applications. In this course, students will develop their skills as they apply fundamental principles and practices of marketing communications in a variety of industry, product, and service situations. Students will prepare a detailed situation analysis on a brand, summarize its target audience, and recommend targeting and segmentation strategies, as well as specific media vehicle selection and scheduling within an assigned budget. Students will work in collaboration with a local industry partner and develop a comprehensive IMC plan while designing effective creative strategies to support this plan, as well as describe how they would be integrated across each IMC function. Students will continue to apply their skills in current design software and gain experience creating effective ad layouts. Further insight into current trends and developments in interactive and digital communications, media relations, event marketing and sponsorship, tradeshow, and public relations will be explored. They will also learn various methods marketers can employ to assess the effectiveness of an IMC campaign.
 

Note: Check with the institution regarding start/ end dates, prices, and delivery method. These may vary according to the program, section, and/or semester.