MARK 2400: Integrated Marketing Communications

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Course Format Lecture 4.0 h + Seminar 0.0 h + Lab. 0.0 h
Credits 3.0

Course Description

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, social media, 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 we 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.

Students will receive credit for only one of MARK 2323 and 2400.

Prerequisite(s): MARK 1115; and one of the following: a minimum 67% in BC English 12 or equivalent; a minimum 67% in BC English Literature 12; a minimum 67% in BC English First Peoples 12; a university-level English or Communications course for which Langara awards transfer credit; a minimum "C" grade in ENGL 1120; a minimum "C-" grade in ENGL 1121; a "S" grade in one of ENGL 1107, 1108, or 1110; a minimum Level 3 on the LET; LEAP 8; LPI with a minimum 26 on the essay and one of 5 in English usage, 5 in sentence structure, or 10 in reading comprehension; or PUBL 1115 and 1155.

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