MKTG 3154 Integrated Marketing Communications
This course concerns the communication function in marketing. It is designed to introduce students to integrated marketing communications (IMC). It aims at relating the elements of the marketing mix (4Ps) to the various aspects of the communications that take place between the firm and its customers. The course builds on a base of strategic marketing planning and consumer behavior and then proceeds to examine the role of the promotional mix (e.g., advertising, direct marketing, sales promotion, Internet and interactive marketing, publicity and public relations) in developing integrated marketing communications programs and helping organizations meet strategic marketing objectives.
Course overview
- Department
- Marketing
- School
- CSOM
- Credits
- 3
- Level
- Undergraduate
- Offered
- Every Spring, Every Fall
Catalog details
- Prerequisites
- MKTG1021
Requirements fulfilled
Course evaluations
- Course rating
- 4.37 / 5 · Very Good
- Instructor rating
- 4.54 / 5 · Excellent
- Terms evaluated
- 5
| Term | Instructor | Course overall | Instructor overall | Well organized | Clear learning objectives | Intellectually challenging | Helpful assignments | Applicable beyond course | Attendance necessary | Weekly effort | Responses |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Spring 2026 | Pamela Hamlin | 4.8 | 4.8 | 4.9 | 4.9 | 4.8 | 4.7 | 4.7 | 4.6 | 1–3 hrs/week | 25 of 33 |
| Spring 2025 | Gergana Y Nenkov | 3.9 | 4.1 | 4.0 | 4.1 | 4.3 | 4.2 | 4.5 | 4.3 | 1–3 hrs/week | 50 of 60 |
| Spring 2024 | Gergana Y Nenkov | 4.3 | 4.6 | 4.4 | 4.5 | 4.5 | 4.5 | 4.7 | 4.4 | 1–3 hrs/week | 62 of 70 |
| Spring 2023 | Gergana Y Nenkov | 4.7 | 4.9 | 4.8 | 4.7 | 4.5 | 4.8 | 4.8 | 4.5 | 1–3 hrs/week | 27 of 34 |
| Spring 2022 | Gergana Y Nenkov | 4.7 | 4.8 | 4.7 | 4.9 | 4.5 | 4.7 | 4.9 | 4.4 | 1–3 hrs/week | 19 of 30 |