Build integrated marketing plans using PR, digital, and media tools for measurable ROI.
A proper integrated marketing communication plan is the best way to reach your appropriate target markets with consistent, meaningful and credible messaging in a cost-effective and measurable way. This course shows you how to develop an effective blend of public relations, advertising, internet marketing, direct marketing, personal selling, incentives and other marketing tools, so that they all convey a consistent message. Geared for students both on the client and agency side of marketing communications, you will learn from practical in-class team exercises, discussions, case studies and project presentations how to develop a plan and budget with a good return on investment.
It is generally expected that you have had some marketing experience or have taken the "Principles of Marketing" course.
