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ADVT 4300. INTEGRATED MARKETING COMMUNICATION (IMC) MANAGEMENT. 3 Hours.

Theory and management of such functional integrated marketing communication areas as advertising, public relations, sales promotion, and direct response are evaluated relative to targets, timing, and messages strategies. A managerial approach is used to review and evaluate the strengths and weaknesses of IMC strategy and planning relative to brand management. Prerequisite: ADVT 3304 with a grade of C (2.0/4.0 scale) or better.