This course introduces students to integrated marketing communications (IMC) for the purposes of building, maintaining, and leveraging their franchises’ brand equity. The goal of IMC is to ensure consistency in the communication of the brand across all media and platforms. It brings together advertising, promotion, communications, public relations, social media, and sales in order to enhance the communication of the franchise’s primary and secondary brands through synergy and complementarity.
Upon completion of this course students should be capable of planning integrated marketing campaigns capable of successfully achieving measurable objectives.
