HADM 6490

Integrated Marketing Communication and Digital Media

Course Description

Course information provided by the Courses of Study 2024-2025.

This course delves into the dynamic field of marketing promotion with a focus on the hospitality and service industries. Building on theories and research from brand management, communications, consumer learning and information processing, and persuasion and attitude change, students will examine traditional promotions tools such as broadcast advertising, public relations, and direct marketing, as well as digital media tools such as search and website marketing, content marketing, social media, influencer marketing, experiential marketing, digital-direct, and programmatic advertising. The main course project is the development of an integrated marketing communications plan for a service organization. Students will also demonstrate their emerging knowledge through presentations on industry practices and essay exams focusing on the theories that guide marketing-communications strategy.

When Offered Spring.

Prerequisites/Corequisites Prerequisite: NCC 5030 or HADM 7430.

Comments Undergraduate students should enroll in HADM 4490.

• Possess knowledge of the core marketing-promotion approaches and their interaction with the brand and buyer depending on marketing objectives.
• Understand the key elements of persuasion that are used to influence consumers and how consumers learn from and make sense of marketing persuasion.
• Critically analyze IMC strategy and execution.
• Create IMC programs with results that are measurable.
• Select the appropriate media and messages for given communication objectives.
• Evaluate the effectiveness of emerging media tools in achieving marketing objectives.
• Work with teammates to craft an IMC campaign for a client and pitch your ideas through a reading-deck report and team presentation.
• Identify ethical issues in marketing communications and how to make principled, responsible decisions for effective marketing within the global business environment.

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