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Integrated Marketing Communication | MKTG.X408

A proper integrated marketing communication plan is the best way to reach your appropriate target market 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.

Learning Outcomes

At the conclusion of the course, you should be able to:

  • Explain the manager's role in the marketing communication process
  • Determine marketing communication objectives versus general marketing objectives
  • Properly identify the key messages for your target markets
  • Know and use the criteria for developing creative materials
  • Evaluate and integrate all the various marketing communication tools available
  • Select the appropriate traditional and modern digital media channels
  • Develop integrated budgets using the "Task Method"
  • Develop and implement measurement and feedback processes.
  • Properly identify Target Markets using PSYCHOGRAPHICS.

Prerequisite Skills

It is generally expected that you have had some marketing experience or have taken the Principles of Marketing course.

Have a question about this course?
Speak to a student services representative.
Call (408) 861-3860
This course is related to the following programs:

Sections Open for Enrollment:

Open Sections and Schedule
Start / End Date Units Cost Instructor
09-29-2021 to 12-15-2021 3.0 $725

Michael H Savod



Date: Start Time: End Time: Meeting Type: Location:
Wed, 09-29-2021 12:00 a.m. 12:00 a.m. Online Traditional ONLINE
Wed, 12-15-2021 11:58 p.m. 11:59 p.m. Online Traditional ONLINE

What students are saying

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Anonymous Student

The response from my fellow students was so enthusiastic that I had to think more in depth. It evolved. Every course demands that you think in a certain way. Every course took me a step further.