MKT 357 - INTEGRATED MKT COMM CAMPAIGNS

Institution:

Kutztown University of Pennsylvania

Subject:

Marketing

Description:

This course aims to provide theoretical and pragmatic approaches to help students gain knowledge to develop an effective, successful integrated marketing communications (TMC) campaign. Combining the steps of developing an IMC campaign and studying the process step-by-step, students will develop an actual IMC campaign for a company. As an upper-division IMC course, this course is less about students learning new materials and more about them experiencing the culmination of all they have learned. Specifically, the whole development process or a campaign beginning with reviewing a company's mission and values and ending with a pitch will be covered. As a subset of IMC, sales promotions, public relations, sponsorships, brand event planning, personal selling, and direct-response marketing are incorporated into the class.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.kutztown.edu/

Phone Number:

(610) 683-4000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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