Build integrated marketing plans using PR, digital, and media tools for measurable ROI.
A proper integrated marketing communication plan is the best way to reach your appropriate target markets with consistent, meaningful and credible messaging in a cost-effective and measurable way. This course shows you how to develop an effective blend of public relations, advertising, internet marketing, direct marketing, personal selling, incentives and other marketing tools, so that they all convey a consistent message. Geared for students both on the client and agency side of marketing communications, you will learn from practical in-class team exercises, discussions, case studies and project presentations how to develop a plan and budget with a good return on investment.
It is generally expected that you have had some marketing experience or have taken the "Principles of Marketing" course.
9/3/2025: Change of schedule, course format, and instructor. Please review full schedule for details.
Online Traditional courses have a structured learning environment and fixed deadlines. This course is largely self-study with instructor guidance and includes online learning modules, assignments, and/or quizzes. All course materials and assignments will be available on Canvas, our learning management system.
For this section, student access begins on September 17, but you may still enroll until October 1. All course work must be completed by 11:59 pm on November 26.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
