Integrated Marketing Communication (HIRE202)
This course introduces students to the process of integrating marketing communications for a concerted, more effective campaign. Instead of dividing up the various elements of marketing communication into their own little fiefdoms, Integrated Marketing Communication seeks to strategically blend them together into a mutually supporting synergy of message streams and communication lines that presents a unified voice to the customer. The course uses case studies to illustrate the strength of this approach and familiarize students with the basic techniques and guidelines.