MKTG 384

Integrated Marketing Communications (MKTG 384) at James Madison University

Integrated marketing communications includes advertising, sales promotions, packaging, public relations, publicity, personal selling, direct marketing and event sponsorship. Students will be involved in creating, planning, implementing and evaluating client-oriented projects by developing an integrated marketing communication campaign. Prerequisites: COB 300 or MKTG 380 and admission to the marketing major. 

Upon completing this course, students should be able to:

  • Identify, explain, and apply the major components of the IMC process.
  • Understand how IMC is being used by marketers.
  • Develop skills in analyzing IMC situations and problems.
  • Plan and propose an integrated marketing communications effort.

Course materials are available online at

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