HADM 6649: Integrated Marketing Communications
Elective - 3 credit hours - S/U or Letter grade
Offered Fall only
This course is not offered this semester - Spring 10
Prerequisite(s): Non-Hotel students must have permission of instructor to enroll.
Limited to Hotel students.
This course is designed to provide students with the framework and skills required to design, manage, and evaluate integrated marketing communication programs. The course will focus on exploring these tools within the hospitality industry, but the lessons learned can be applied broadly to any service or service-oriented industry. Over the past decade, the number of communication options available to consumers, and hence to organizations, has grown exponentially. With so many different avenues for communication to, from, and among consumers, organizations must approach the communication task with the objective of creating a unified message that is consistent, coherent, and effective across all media—an integrated marketing communications program. Through class exercises, case studies, advertising critiques, online observation and participation, and teamwork on a simulated campaign, students will master the skills necessary for marketing campaign management.