Description
This is an introductory course on the role of integrated marking communications (including advertising, sales promotion, personal selling, packaging, events, sponsorships, publicity, direct marketing, internet communication, and customer service) in business and society and how they can be used by organizations to further business objectives. Emphasis will be divided between the theoretical, strategic and tactical functions of IMC functions. Prerequisites: AC101, AC102, EC111, EC112, BU221, BU225.