BU 504: Integrated Marketing Communications


BU 504

Integrated Marketing Communications will provide an in-depth study of promotional activities, such as advertising, personal selling, sales promotions, and direct marketing, including use of the internet.

Emphasis will be placed on strategic planning or promotional activities in order to communicate with customers to achieve marketing objectives. This course will also explore the relationship of integrated marketing communications with other elements of promotional activities.


Text Book

Title: Integrated Advertising, Promotion, and Marketing Communications, 6th Ed., 2014

Author: Clow, K.E & Baack, D.E.

ISBN-10: 0133126242 / ISBN-13: 9780133126242

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