Prerequisite
Course Description
This course gives learners a thorough grounding in integrated marketing communications research, a key element of all IMC efforts, guiding the planning, execution, and evaluation of such programs. This course focuses on the identification of organizational strategic visions, objectives, and communication needs. It then covers qualitative and quantitative research methodologies, secondary research, internal market intelligence systems, and data analysis. Students gain practical experience with these methods to identify and reach audiences and publics, to learn about them and their needs for message iterative message development, and to track results of the IMC program. Finally, students learn how appropriate research strategies will allow them to develop and implement appropriate communication programs to fulfill organizational goals.