JOUR 261 - Introduction to IMC

Credits: 3

Description
Examination of the function of advertising and public relations in the media and society. Emphasis on the application of theory and its relationship to the IMC elements; public relations, advertising, promotion, direct marketing, interactive, and their ability to reach customers/publics.

Student Learning Outcomes

Use theories to explain integrated marketing communication
Plan public relations strategies and techniques that work to propel messages
Discern hierarchal roles in advertising agencies and what jobs entail
Evaluate the role of mass media in creation and distribution of campaigns including advertising content

Prerequisite: None