MARK 1250: Integrated Marketing Communications
| Course Format | Lecture 3.0 h + Seminar 1.0 h + Lab. 0.0 h |
| Credits | 3.0 |
Course Description
Discontinued as of Summer Semester 2015
This course builds on the essential marketing concepts by focusing on the promotional elements in marketing strategy known as Integrated Marketing Communications. Topics include effective integration of advertising, direct/internet marketing, sales promotion, public relations, event marketing and personal selling. Students will be comfortable evaluating the strengths and weaknesses of each element of the promotion mix and be able to recommend the appropriate mix for a given situation. In addition, students will cover the role of IMC, the IMC strategic planning process, budgeting, creative development, media strategy, execution and evaluation. The material will be taught using lectures, case studies, guest speakers and assignments.
Prerequisite(s): MARK 1115 and one of the following: LET with a minimum Level 3; LPI with a minimum 26 on the essay and one of 5 in English usage, 5 in sentence structure, or 10 in reading comprehension; BC English 12 or equivalent with a minimum 80%; BC English Literature 12 with a minimum 80%; BC English First Peoples 12 with a minimum 80%; a university-level English or Communications course for which Langara awards transfer credit; or a minimum 'C' in ENGL 1120; or an 'S' in one of ENGL 1107, 1108, or 1110.
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