Building on the concepts learned in Principles of Marketing, students will delve into the major activities that make up Integrated Marketing Communications (IMC). IMC focuses on theories, concepts, application, and tactics that build brand equity using advertising, publicity, personal selling, consumer promotion, digital, and relationship marketing. Through case studies, discussion, and assignments, students will create a marketing communications campaign that delivers a message to a specific target audience.
MKTG-289 - Integrated Marketing Communications
Minimum Credits: 3
Length: 45 hours
Prerequisites: A minimum of C- (55%) in MKTG 281
Delivery Method:
On-campus, Online
Cost: $358.14
Course Outline: https://sps.cotr.bc.ca/Outlines/Course Outlines/MKTG289.pdf