Integrated Marketing Communications II New Media

Further insight into current trends and developments in interactive and digital communications, media relations, event marketing and sponsorship, tradeshow, and public relations is provided. Special emphasis is placed on applying IMC strategies in a business-to-business environment including market segmentation and analysis. Students demonstrate and develop their decision making skills through a business-to-business co-marketing proposal for their industry client. The major team project involves the development of a detailed IMC Execution Plan, an element of the overall industry client marketing plan project. The comprehensive IMC Execution Plan includes campaign objectives, specific media vehicle selection and scheduling within a designated budget.