MKT 501 Strategic Integrated Marketing Communications

This introductory graduate course explores the principles and practice of Integrated Marketing Communications (IMC) as a strategic approach to building consistent, persuasive brand messaging across multiple platforms. Students will learn the IMC planning process—from situation analysis and audience segmentation to message strategy, media selection, and campaign evaluation. Emphasizing both traditional and digital channels, the course blends creative and analytical perspectives to develop integrated, measurable marketing strategies that strengthen brand identity and drive engagement.

Credits

3

Prerequisite

None

Corequisite

None