MKT 313 - Integrated Marketing Communications

Institution:

Lehigh University

Subject:

Description:

This course focuses on the wide range of areas included in marketing communications and the tools and techniques needed to create an integrated approach. Students are introduced to the broad spectrum of communication messages and the sources that produce them, and then showed how they can be used for maximum efficiency through a coordinated planning process. Lectures and assignments develop an understanding for the factors found in all integrated marketing communications plans, their interactions, strengths and weaknesses, and their effect on the overall marketing message. The course concludes with the students creating and presenting an integrated marketing communications plan and its supporting tactics. Prerequisite: MKT 211 or MKT 111.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.lehigh.edu

Phone Number:

(610) 758-3000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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