Course Title: Integrated Marketing Communication

Course Code: MKT 6009

Credit Hours: 3

Course Rationale: Integrated marketing communication (IMC) carries a significant part in communicating brand message to target audience. It helps to integrate all essential components of marketing to communicate similar message to potential and existing end-users. In the long run the importance of creating brand awareness and image through IMC process is undeniable. Companies practicing IMC not only successfully promote their brands but also develop trust among target customers, which ultimately leads to a very strong base of customer loyalty.

Course Description: Students examine the promotional mix including advertising, publicity, personal selling and sales promotion from an integrative perspective. Students create and manage these promotional tools to successfully execute a business' strategic plan.

Course Learning Outcome: Create a managerial framework of integrated marketing communications planning