Lead Faculty: Dr. Joan-Marie Van Tassel
Prerequisite
Course Description
Integrated Marketing Communications (IMC) refers to a process for creating and fostering rewarding relationships with customers and publics through strategically controlling or influencing all messages sent to these groups and encouraging purposeful dialogue with them. The course teaches students how to effectively integrate all marketing communication elements within an organization. Through case analysis and an examination of real-life examples, students will learn how IMC has become critical to the marketing function in an organization.