MBA 6306 - Integrated Marketing Communication (2)

Due to rapid changes in how companies and consumers communicate with each other, intelligent marketers have adopted an integrated approach to marketing communication; one in which the company carefully manages its many channels to deliver a consistent and compelling message about the organization and its brands. Through a combination of readings, case discussions, and group assignments students will grapple with real-world marketing challenges using traditional tools (advertising, PR, personal selling, etc.), as well as the latest direct and online methods to create impactful communication strategies that build strong customer relationships. Prerequisites: MBA 6106 or MBAI 5006 or MBA 6016 Restricted to Graduate level; Business Administration, Business Administration, Business Administration, Business Administration, Nonprofit Administration, Public Administration, Information Systems, Organization Development, and Project Management majors