Integrated Marketing Communications explores key concepts and methods used to develop and execute marketing communications in both traditional mass media as well as digital and social media platforms. Primary emphasis is placed on consumer insight, branding, market segmentation and positioning, message strategy, promotion and the execution of marketing communications through appropriate media technologies. Students will develop an understanding of marketing communications practice through readings, lectures, case analysis and discussions.
Course Level: Appropriate for sophomores and above with no experience in the same subject area.
|IMC – Northwestern University|
|Summer 2014 Sections||
Start Date: 06-09-2014
End Date: 08-08-2014
Tue 11:00am - 12:20pm EST
Thurs 11:00am - 12:20pm EST