Nov 04, 2024  
2024-2025 Graduate Catalog 
    
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2024-2025 Graduate Catalog

CO 515 - Seminar in Integrated Marketing Communication (3)

This course integrates all aspects of strategic brand communications including advertising, public relations, digital media, social media, promotion, and marketing analytics. The content focuses on creating a data-driven, purposeful engagement with a brand’s stakeholders driving market differentiation, loyalty and identity. Attention is paid to blending new and emerging technologies including artificial intelligence, augmented reality, and algorithms in a holistic and organic strategy to address varied audiences. Students put their learning to work during the semester by developing a branding program for a business, agency, cause, or non-profit organization. Students learn to manage a plethora of community assets, create a coherent mix of communication tactics, and work within a team environment. Meets the capstone requirement for the Strategic Communication degree. Prerequisite: CO 511 . SP.