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PR 116 - Integrated Brand CommunicationSemester Hours: 3
This course examines integrated communication as a strategic process through which brands seek to create and manage relationships with consumers through interactive, conversation-based engagement. The course will provide insight into consumer behavior, branding, and the comprehensive process of establishing objectives and developing tactics, and the selection and mix of media resources to achieve them. Attention will be given to the intersection and convergence of marketing, advertising, and public relations; digital displays; direct marketing; email; e-commerce; websites; search engine optimization; content marketing; mobile resources; social media; and brand management.
Prerequisite(s)/Course Notes:
PR 100, MKT 101
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