BUS 401 Integrated Marketing & Communicatio

This course will examine the process by which integrated marketing communications (IMC) programs are planned, developed, executed, and measured. Emphasis is placed on building strategies for effective marketing campaigns. IMC requires an understanding of the marketing process, communications theory and processes, marketing communications tools, consumer behavior, organizational structures and operations. This course is intended for students who have completed significant work in their major, including at least two upper-level marketing-focused courses in addition to the stated prerequisites. Prerequisite: Bus 244 and Bus 316