MKT 645 IMC for Marketing Managers
(3-0-3) This course will explore Integrated Marketing Communications (IMC) from the manager's perspective. IMC is the management of all organizational communications to build positive relationships with customers and other stakeholders. IMC stresses marketing to the individual by understanding needs, motivations, attitudes and behaviors. Topics will address customer-centric communications, data analysis, promotional tools, traditional media channels, and emerging technology applications, along with buyer behavior, alternative marketing, and legal and ethical considerations.