Coordinates advertising, public relations, and sales promotion for unified brand messaging.
About this course
In MKTG 3270 Integrated Marketing Communications, you learn how to align different promotional tools to speak with one voice. You will explore the relationships between advertising, public relations, and sales promotion, and see how they work together to support a brand's overall goals. The course focuses on building a unified message that reaches your target audience effectively, whether they are engaging with a social media post, a press release, or a point-of-sale display.
You will work through real-world scenarios where mixed messages can confuse customers. You will practice coordinating these elements so that every touchpoint reinforces the same core identity. This course is an elective, meaning you can take it to broaden your skills in communication strategy.
Who takes this course
- Students in the Marketing Management program.
- Students in the Public Relations & Communications graduate certificate program.
Credits: 3 · Hours: 45
Prerequisites
Learning outcomes
- Analyze the role of advertising, public relations, and sales promotion within a marketing plan.
- Develop an integrated marketing communications (IMC) strategy that ensures consistent brand messaging across channels.
- Create sample promotional materials for traditional and digital media.
- Evaluate the effectiveness of a multi-channel campaign using key performance indicators.
Evaluation
| Component | Weight (%) |
| Mid-term case study | 25 |
| IMC strategy proposal | 40 |
| Final exam | 35 |