MKT 534 - Integrated Marketing Communications

(Formerly MGT 534). MKT 531 and graduate standing. (3).

Integrated marketing communication (IMC) as a customer-centric data-driven approach to communicating with customers. Organized communication, including advertising, direct marketing, public relations, sales promotion, brand management and interactive services, for building successful long-term relationships with customers. How firms develop integrated cross-media strategies to reach a target audience and deliver the brand promise. Graded ABCDE.