Integrated Marketing: Innovation and Strategy

Every industry—healthcare, consumer goods, manufacturing, fashion, entertainment, nonprofit, and financial services—needs skilled marketing strategists to design campaigns that appeal to the minds that matter most: the customers. Campaigns must be innovative and timely yet enduring, and they must speak to the image that the brand endeavors to portray. In this course, you will discover how the practice of marketing actually works, independently and within an integrated communication plan. This course defines the parameters and possibilities within the field of integrated marketing through both tactical and strategic approaches. You will have the opportunity to analyze the many attributes of the integrated marketing field, including but not limited to, how it relates to relevant industry practices and how it continues to evolve and support the overall communication function. You also will acquire a deeper understanding of current trends, strategies, and career paths through classroom lectures, site visits, and experienced industry guest speakers. There will be an intensive analysis of integrated marketing practices as seen through an industry expert’s eyes. This course also will touch briefly upon the new role of interactive and digital marketing and the critical part they play in today’s business environment. With your classmates, you will produce innovative marketing plans that you can add to your portfolio, which will be helpful for the college application process. Whether you are considering a full-fledged career in marketing or preparing for a career in a related field, it is crucial to understand the powerful role that integrated marketing plays in building a brand. By the end of this course, you will have gained a working knowledge of integrated marketing and its role in creating a strong, innovative, enduring, and measurable communication strategy.

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