Teacher: Mark Borchert
MBA 611ONL1 Integrated Marketing Communication (2022 FALL Session 2)
This course helps future managers understand the role and possibilities of marketing as a discipline within the contemporary firm. Students learn about the complexities of the elements of contemporary marketing and how formerly distinct communication functions have increasingly been combined in a new entity called Integrated Marketing Communication (IMC). IMC involves the blending of disparate activities such as messaging, branding, advertising, public relations, sales promotion, events and sales training into a tightly coordinated activity that provides maximum persuasive impact within targeted markets. Students also are introduced to marketing research tools, specifically qualitative methodologies, which inform IMC. The result is that students will be able to contribute positively to the marketing efforts of their future organizations as managers, business leaders, valued employees, and stakeholders. Prerequisite(s): MBA 501, MBA 630.