DBA-733: Integrated Maketing Communication

The emphasis of this course is to present current trends in marketing communication, its objectives, and to give students a valuable starting point for further research on the topic. Students learn the latest trends in marketing communication along with the tools and options available for a marketing communication campaign. The course will focus on the effective formulation of strategic integrated marketing communication (IMC) programs and processes covering areas such as, but not limited to, the social media as an IMC tool in conjunction with the seminal use of advertising, promotion, public relations. The student will develop dynamic strategic marketing communications by analyzing the elements and impact of integrated marketing communication including current trends, technology, and other macro-environmental issues.