Jul 06, 2022  
2021-2022 Cal State East Bay Catalog 
    
2021-2022 Cal State East Bay Catalog [ARCHIVED CATALOG]

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MKTG 626 - Integrated Marketing Communications


Units: 3
Concepts and activities that comprise integrated marketing communication, and provides practice in solving marketing communication challenges. Cultivates students’ ability to become strategic decision makers in marketing communications: advertising, public relations, personal selling, sales promotions, and direct marketing.

Prerequisites: MKTG 607.
Equivalent Quarter Course: MKTG 6413.
Possible Instructional Methods: Entirely On-ground, or Hybrid.
Grading: A-F grading only.
Student Learning Outcomes - Upon successful completion of this course students will be able to:
  1. Describe and apply commonly used promotion and integrated marketing communications (IMC) terms, concepts and tools.
  2. Analyze possible consequences of promotion and IMC marketing decisions on company performance and define the role, importance, and limitations of promotion and IMC marketing decisions in influencing company performance.
  3. Explain how to develop communications objectives, formulate a creative strategy and design a set of creative tactics for advertising that will best achieve your communication objectives.
  4. Explain the strategic role of various media and communication tools in the IMC mix in creating a synergistic, multi-media campaign.
  5. Discuss the growing importance of international marketing and the inherent opportunities and challenges.
  6. Construct an IMC plan appropriate for a selected product/product portfolio/brand/organization and its target market.




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