Integrated Marketing

This course introduces students to the concept of marketing as an organizational function and focuses on the development, creation, and implementation of integrated marketing plans. It also covers key elements of how marketing is integrated across channels and the application of specific marketing tactics in support of the brand. Students learn to plan market research, create integrated marketing strategic plans, and evaluate plan outcomes in support of organizational goals. The course addresses contemporary issues and trends in marketing and the implications of new digital and social marketing practices.