MKT/544 - Integrated Marketing Communications
Course Description
This course prepares students to apply integrated marketing communications as part of a strategic marketing plan. Students evaluate how marketing communication tools build brand value. Topics include advertising, promotions, public relations, sales, and direct marketing.
This graduate course is 6 weeks.
This course has a prerequisite. Please see details in the Prerequisite section below.
PLEASE NOTE:
Attendance and participation are mandatory in all university courses, and specific requirements may differ by course. If attendance requirements are not met, a student may be removed from the course. Please review the Course Attendance Policy in the Catalog for more information.
Course Objectives
Week 1
- Describe essential components of an integrated marketing communication (IMC) program.
- Explain critical elements for building and maintaining a brand.
- Explain how the consumer purchasing process and associated buyer behaviors play a critical role in developing an integrated marketing strategy.
Week 2
- Assess the role of the IMC process in brand building.
- Analyze the significance of marketing segmentation in achieving the right marketing communications objectives.
- Evaluate integrated marketing campaigns in action.
Week 3
- Evaluate how contemporary advertising theory is applied to successful campaigns.
- Explain how the creative process drives strategic messaging.
- Determine how to select the most effective media mix to deliver the right IMC message.
Week 4
- Design and implement effective digital content, e-commerce, and interactive marketing strategies.
- Explain the use of blogs and viral marketing to build consumer interest.
- Evaluate methods used to effectively incorporate social media into your IMC strategy (e.g. via the Web, Facebook, Twitter, Pinterest, YouTube).
- Explain the role of alternative techniques in strategic marketing such as Buzz, Stealth, Guerilla, and Lifestyle marketing.
Week 5
- Analyze principles of data mining and database management that are used to develop personalized communications.
- Integrate aspects of direct response, personal selling, sales promotion, and public relations into your IMC plan.
- Assess the role of event marketing and sponsorships in integrated marketing communications.
Week 6
- Evaluate social, ethical, and legal requirements that must be considered in IMC.
- Evaluate an integrated marketing program using relevant metrics.
- Explain how international factors affect global marketing messages.
Notes
During the checkout process you will be prompted to provide proof of the requirement(s). If you completed the prerequisite at another institution be prepared to upload an official/unofficial transcript. If you have questions about meeting the prerequisite requirements for this course please contact an enrollment representative.Prerequisites
This graduate level course requires proof of completion of a Bachelor's degree. Be prepared to provide documentation during the checkout process.
Disclaimers
The University of Phoenix reserves the right to modify courses.
While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with an Enrollment Representative.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.