COM 3001 - Integrated Communications: A Public Relations Perspective

(3 units)

Introduction to the role public relations plays in the field of integrated marketing communication. The first module engages students in a comprehensive survey of the evolution of IMC to give 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 Public Relations allowing students to sharpen their understanding of the strategic uses of public relations in marketing consumer products.