This course offers a focused approach to the formulation and implementation of an integrated communications strategy to meet particular marketing objectives. Topics of interest include advertising, sales, promotion, public relations, and social media communications, and their integration both online and offline. The approach to communications is cutting edge, multidisciplinary, integrative, practical, and applied. Teaching approaches are varied and include case analysis, discussion, and guest participants.
Prerequisite: MKTG 2030 3.0