Marketing and Public Relations
This course is designed to introduce students to the concept of integrated marketing. By taking a holistic view of various traditional and non - traditional marketing disciplines, marketers can most effectively reach targeted audiences with customized messages at the right time. Specifically, this course will help students develop a practitioner's ability to design and implement Integrated Marketing campaigns as the coordinated use of public relations, and marketing strategies and tactics to send well - defined, interactive messages to individual customers. At the end of the semester, students will have learned what integrated marketing is, the role of direct and interactive marketing within an integrated - marketing plan, how to determine when integrated marketing is an appropriate way to achieve marketing objectives, how to plan, develop, execute, and evaluate an integrated - marketing plan, and examples of contemporary businesses that have successfully used integrated marketing.