BUAD 5277 - Integrated Campaign Management

(4) Prerequisite(s): BUAD 5207 - Renaissance Marketer

Integrated campaign management entails the orchestration of paid, earned and owned media vehicles to create a marketing experience that increases consumer engagement, strengthens brand differentiation and demand, and moves consumers through the purchase funnel toward repeat purchase and brand advocacy. This course will approach integrated marketing communications through an experience planning lens: teaching students to create integrated communications experiences that make strategic use of communications vehicles to drive brand and business growth.