MKT 645. IMC for Marketing Managers.
(3-0-3); on demand.
Prerequisite: graduate standing in the MBA program or consent of the instructor. This course will explore IMC (Integrated Marketing Communications) from the manager's perspective. IMC is the management of all organizational communications to build positive relationships with customers and other stakeholders. IMC stresses marketing to the individual by understanding needs, motivations, attitudes, and behaviors. Topics will address customer-centric communications, data analysis, promotional tools, traditional media channels, and emerging technology applications, along with buyer behavior, alternative marketing, and legal and ethical considerations.