Integrated Marketing Commun

This course examines all the tools within the promotional mix - advertising, public relations, sales promotions, direct marketing, internet and sales channels. Analysis of the pros and cons of each and how the creation and execution of consistent message throughout the promotional mix is key to building and maintaining effective promotional strategy. This course explores fundamentals of advertising including Client and Agency relationships and organizational structure, targeting consumers, understanding consumer needs and motivations, identifying key consumer insights and benefits, setting advertising objectives, developing relevant messages and creative development, production, media planning, and measuring the effectiveness of advertising campaigns. Also, this course familiarizes students with the most recent research on the field of advertising.