HADM 4490

Integrated Marketing Communications

Course Description

Course information provided by the Courses of Study 2015-2016.

This course has both a strategic and consumer centric focus. Students will take a "deep dive" into the complex theoretical underpinnings of the modern environment of Marketing Communications. With theory at the core of understanding, students will learn how to build a strategic and focused connection to managerial application. With the modern hospitality marketer awash in data, this course will focus on how to intelligently "navigate" based on a deep understanding of the customer's psyche, receptivity to marketing communications as well as behavioral throughput. Strategically harnessing consumer generated communication content will be of key focus. Students will demonstrate their expertise with essay exams and a comprehensive group written project and presentation.

When Offered Fall.

Comments Elective.

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