GBUS 8307 - Integrated Marketing Communications

This is a course designed for those who intend to work in consumer marketing, advertising, consulting, or retailing. The course has three modules: Positioning and Copy Strategy, Media Strategy and Integrated Marketing, and Competition for Account. The latter is a comprehensive exercise in which teams develop and present broad-based marketing communications strategies. Instruction methods will include cases, readings, lectures, guest speakers, and simulation-based exercises. There is no final examination.
Prerequisite: GBUS 8620.



Credits: 1.5