MKTG 6070 - Integrated Marketing Communications and Brand Identity

A brand’s identity has a substantial influence on an organization’s financial wealth. But brand identity is not simply the result of a great product or a creative ad. Utilizing many real examples, historic approaches, and current trends, this course explores how integrated marketing communications help build a brand identity that reverberates with consumers. Participants create an integrated marketing communications campaign. Prereq: BUSN 6560 (may be taken concurrently). Semester Hours: 3 to 3