Integrated Marketing Communication (IMC) emphasizes delivering a consistent message across advertising, public relations, digital channels, and promotional efforts. This course introduces students to IMC principles and prepares them to create campaigns that align brand strategy with customer engagement. Students explore how analytics, measurement, and AI-enabled technologies, such as platforms for targeting or creative development, support campaign evaluation and communication planning.
It is generally expected that you have had some marketing experience or have taken the MKTG.X400 "Customer-Driven Marketing: Principles and Practice" (formerly titled “Principles of Marketing”) course.
Online Traditional courses have a structured learning environment and fixed deadlines. This course is largely self-study with instructor guidance and includes online learning modules, assignments, and/or quizzes. All course materials and assignments will be available on Canvas, our learning management system.
For this section, student access begins on January 12, 2026. All course work must be completed by 11:59 pm on April 3, 2026.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
