MKTG 3750 - Marketing Communication

Goals: Students will learn the theory and practice of contemporary marketing communication practices, known as Integrated Marketing Communication (IMC).

Content: The course covers the role of IMC in branding, positioning, and creative strategies, including both paid and unpaid media options. Media choices include traditional print and broadcast, face-to-face and electronic. Emphasis is placed on performance evaluation, enabling marketers to identify the return on their marketing investments.

Prerequisites: MKTG 3100 and satisfaction of the communication requirement for the BBA core (grades of C- or better), or consent of the instructor.

Credits: 4