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(BUSM 421) Integrated Marketing Communications

Focuses on integrated marketing communications, including advertising, public relations, sales, sales promotions, internet, and word-of-mouth. Key outcome is developing an integrated marketing communications plan.

Credit Hours 3.0 Lecture
Prerequisites BUSM 304 with B- or better
Offered Fall, Winter
Programs Business Management (BS), Hospitality and Tourism Management (BS), Marketing Minor

Course Learning Outcomes

Upon completing this course, students will be able to do the following:

  1. Think critically about real world integrated marketing communication tools.
  2. Create an integrated marketing communication plan (IMC Plan) utilizing digital tools.
  3. Calculate ROI on all elements of the IMC Plan.
  4. Develop concise, specific, polished written communication for web, social, print, and other mediums.
  5. Demonstrate understanding of the unique role that each component plays in creating the IMC Plan.
  6. Refine ability to present data and convey persuasive messages in a professional setting.
  7. Demonstrate empathy and awareness for the consumer marketing experience increasing ethical standards.