An introduction to integrated marketing principles and practices within corporate and agency environments covering branding strategy and positioning, the value proposition, market research, customer relationships, target markets, buying behavior, the promotional mix, and related metrics. Students create an integrated marketing communication plan that reflects a comprehensive understanding of competitive strategy based on research findings as well as translating business objectives into effective marketing strategies and plans.
MB-275, LMSC-251, and either MB-255 or MB-355
Major Elective for
Fall, Spring, Summer