Wilkes University 3 credits Marketing
This course examines the function of integrated marketing communication (IMC) within the marketing mix. Students will learn the strategic development and implementation of IMC campaigns. The primary course objective is to expose students to the basic activities, concepts, and terminology of IMC, including its role and importance in generating consumer loyalty, revenue growth and brand equity. Additionally, the course addresses ethical responsibility in the field and encourages entrepreneurial approaches to crating and implementing IMC strategies and tactics.
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