IMKT11100 - Integrated Marketing Communications

Course Description

This fast-paced introductory course ignites your enthusiasm for marketing and its blend of art and science that helps businesses and organizations achieve their goals. You start by learning to identify the goals and the metrics of success for your marketing plan-including increased sales, revenues, profits, donations (for nonprofits), market share, brand awareness, or a targeted rate of return on investment (ROI). You learn about purchasing behavior, marketing research, segmentation, clustering schemes, product development, differentiation, targeting, positioning, pricing, distribution channels, and marketing media. Using case studies, you analyze real marketing problems and create strategies and tactics to compete successfully in today's challenging marketplace.

***Please note that this is the first core course in the Digital Marketing and Integrated Communications certificate.***