Designed to be a bridge from the Principles of Marketing course to upper level marketing courses, such as Advertising, this course introduces students to IMC, an innovative approach to marketing communications (the Promotion P of the Marketing Mix). Smart marketers today no longer manage the various promotional tools separately but rather first develop Integrated Marketing Communications Strategies that ensure that their many promotional efforts are unified. The IMC approach ensures a single, clear, concise, coherent message that is supported by each of the promotional tools. Students explore these tools (Advertising, Public Relations, Sales Promotion, Personal Selling, Direct Marketing and Alternative Marketing), while honing creative and decision-making skills.

*Course content subject to change