Introduction to Integrated Marketing Communications. (3 h)

Provides a broad and basic understanding of the principles of integrated marketing communication in all its forms. The course is a foundational course for the ICS concentration for those wishing to pursue marketing communication as a career. Covers the building blocks of integrated marketing communication, the strategic use of such communication to reach a specific target across multiple media platforms, and the understanding of how to develop and shape messages to suit platform, purpose and audience. (D)