BU 3810 (CO 3810) - Integrated Marketing Communications

Integrated Marketing Communications (IMC) introduces students to the practice of creating a consistent, unified brand message across all media channels. The course will review the planning process that identifies the target audience, marketing objectives, channels, and budget for an integrated marketing campaign using various communication channels and mediums (i.e., advertising, brand promotions, personal selling, social media, sponsorships, public relations, etc.) to create a unified and seamless brand experience for the consumer. Prerequisites: BU 2510. Credits: 4