PRCM 2860 Integrated Marketing Communications

Coordinates advertising, public relations, and sales promotion for consistent brand messaging across all channels.

About this course

Integrated Marketing Communications (PRCM 2860) focuses on coordinating advertising, public relations, and sales promotion to deliver a consistent brand message across all platforms. You will learn how to develop strategic communication plans that align with broader business objectives and engage target audiences effectively.

Through case studies and practical projects, you will explore the role of each communication channel and how they work together to build brand awareness, drive sales, and foster customer loyalty. You will also learn to measure the impact of your campaigns and adjust strategies based on data-driven insights.

Who takes this course

This course is part of the Marketing Management program at the Mercer Street Campus.

Credits: 3 · Hours: 45

Prerequisites

• PRCM 2340 Financial Accounting for Managers
• PRCM 2750 Business Law Essentials
• PRCM 2830 Organizational Behaviour

Learning outcomes

• Develop integrated marketing communication plans that align with overall business strategy.
• Coordinate advertising, public relations, and sales promotion campaigns for consistent brand messaging.
• Evaluate the effectiveness of multi-channel marketing efforts using key performance indicators.
• Create compelling content tailored for traditional and digital media platforms.
• Manage client relationships and present strategic recommendations to stakeholders.

Evaluation