Integrated Marketing Communications

Course Code: ADMC 251

Academic Year: 2020-2021

This course presents an integrated marketing communications (IMC) perspective in which traditionally independent functions of corporate communications, advertising, public relations, sales promotion and direct marketing strategically converge and add to their mix new social marketing opportunities and emerging media technologies. This convergence creates a highly integrated marketing communications platform that yields more unified, relevant brand messaging and supports key corporate objectives. The course emphasizes how forward-thinking organizations are using IMC to talk with, not to, their publics to build stronger, more personal relationships, driving greater brand awareness, brand adoption and brand loyalty.