Integrated Marketing Communications 343-827

Emphasizes theories and practices of advertising, sales promotion and public relations in the marketing program.  Includes promotional planning and strategy, program integration and effectiveness, and relevant communications concepts.

Course Content Goals and Objectives:

• Critically evaluate the effectiveness and efficiency of the different marketing communication tools for different product-market situations;

• Formulate appropriate promotion mix plans for organizations based on in-depth market analysis that produces outstanding strategic results;

• Apply different theories of communication and persuasion to explaining consumer attitude and behavior changes as well as develop brand strategy;

• Apply strategic business concepts in ways that translate into both improved competitiveness and business performance in the international or domestic business environment;

• Demonstrate how to use new technologies for marketing communications;

• Critically assess the ethical concerns and considerations involved in marketing communications

This is a 3rd Party billing. PUCPR will pay $150 per student per course.