IMC 3001 - Integrated Marketing Communications: An Introduction

(3 units)

Introduction to the role marketing, public relations, advertising and sales play in the field of integrated marketing communication. The first module engages students in a comprehensive survey of the evolution of IMC giving them insights into the combined art and science of marketing, public relations and communication. Modules two and three introduce the specific functions of Integrated Marketing Communications allowing students to sharpen their understanding of the strategic uses in marketing consumer products, concepts and ideas.
Prerequisites: MKT 3010
(San Diego)