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Students examine the promotional mix including advertising, publicity, personal selling and sales promotion from an integrative perspective. Students create and manage these promotional tools to successfully execute a business' strategic plan. Topics include an overview of integrated marketing communications (IMC) and brand building; basic IMC strategies; creating, sending, and receiving brand messages; IMC functions; social, legal and ethical issues in IMC; international marketing communication; and effectiveness, measurement, and evaluations.
Recommended: MKTG 2431
After successfully completing this course, students will be able to:
Module 1: How Brands Are Built
Module 2: Basic IMC Strategies for Building Brands
Module 3: Creating, Sending, and Receiving Brand Messages
Module 4: IMC Functions
Module 5: The Big Picture
Duncan, T., & Ouwersloot, H. Integrated Marketing Communications. European ed. New York: McGraw-Hill, 2008.Type: Textbook. ISBN: 0071060499 / 9780071060493
NOTE: Students will receive a custom text printed by the publisher. The ISBN is: 9781259069222 / 1259069222. This textbook differs from the one noted above.
A computer with Internet access is required.
An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environment's "Mail" tool or by phone. Students will receive the necessary contact information when starting the course.
In order to successfully complete this course, students must obtain at least 50% on the final mandatory project and 50% overall. It is strongly recommended that students complete all assignments in order to achieve the learning objectives of the course.
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