Integrated Marketing Communications

Course Code

MKTG 5519

Academic Year

2016-2017

This course will examine advertising using various platforms, including those virtual. Emphasis will be on the role and function of social media (blogs, twitter, and wikis) and how they can be integrated into an effective campaign. Also included will be the construction of creative briefs, creative concepts, media recommendations, press releases, print ads, and the metrics required to evaluate the campaign's effectiveness.