Integrated Marketing Communications

This course is about how firms orchestrate the full mix of promotional tools — advertising, PR, sponsorships, direct and digital channels — so that every customer touchpoint tells one coherent strategic story rather than a set of disconnected messages. Most of the semester revolves around a term project where you act as the planner: diagnosing a brand's situation, defining objectives and audiences, picking media, and arguing for how you'd measure whether the campaign actually worked. It sits on top of the introductory marketing core and is where the consumer-behavior and segmentation ideas you've already met get translated into the budgeting, creative, and channel decisions that real marketing roles deal with day to day.