MKT 336 - Integrated Marketing Communications.

(Formerly BUS 336). MKT 338. (3).

Introduction to communications tools used by marketers, including: advertising, personal selling, promotions, public relations, direct marketing, and alternative marketing channels. Formulation and analysis of promotional goals; planning, organizing, and controlling the promotion function; creative planning; budgeting and media selection; the role of IMC in the overall marketing process and in creating and maintaining a brand.