JOUR 5413-4: IMC Principles and Practices
Course Description
The foundation IMC course. Reviews the functional marketing communications areas
such as advertising, PR, sales promotion, and direct response in terms of their
strengths and weaknesses in an integrated program. Focuses on strategy and plann
ing, with students concentrating on integrating targets, timing, and message strategies.
Looks at both U.S. and global marketing communication practices.