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MARK 4820: Integrated Marketing Communication

This course focuses on the promotional elements in marketing strategy known as Integrated Marketing Communications (IMC). Topics include effective integration of advertising, social media, direct/internet marketing, sales promotion, public relations, event marketing and personal selling. The strengths and weaknesses of each element of the promotional mix will be evaluated and students will be able to analyze and recommend the appropriate mix for specific business situations. Additionally, the role of IMC, the IMC strategic planning process, budgeting, creative development, media strategy, execution and evaluation. The material will be taught using lectures, case studies, guest speakers and assignments.

Registration in this course is restricted to students admitted to the Post-Degree Diploma in Marketing Management.

Students will receive credit for only one of MARK 2323, 2400 or 4820. MARK 2323 and 2400 may not be used to satisfy the MARK 4820 requirement.

Prerequisite(s): A minimum "C" grade in BUSM 4805 and MARK 4800; and FMGT 4800 or 4816.

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