Prerequisite: MRKT 310. A project-driven study of the integration of marketing communication tools used to achieve customer-centered marketing communications objectives. The goal is to develop and evaluate an integrated marketing communications plan and manage the marketing communications function. Topics include advertising, direct marketing, public relations, sales promotion, interactive and social media, buzz marketing, and personal selling. Students may receive credit for only one of the following courses: BMGT 354 or MRKT 354.
After completing this course, you will be able to
develop an integrated marketing communications plan
manage an integrated marketing communications plan
evaluate the effectiveness of an integrated marketing communications plan
effectively communicate the integrated marketing communications plan to relevant stakeholders, using business presentation software