MKTG 3230 Integrated Marketing Communication

Analysis of the integration of the components of the marketing communication mix: advertising (paid and unpaid), sales promotion, public relations, personal selling and direct and interactive marketing. Includes new trends, such as digital communication and social media. The advantages and disadvantages of these components are contrasted, as well as the implementation of these in the development of communication strategies. Requires the design of an integrated marketing communication plan.

Credits

3

Prerequisite

MKTG 2223