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In your first term, you will take IMC 610. After you complete this introductory course, you can move on to the seven core courses and four electives. You can take these courses in any order. In your final term, you will take IMC 636, the capstone course. Below is a list of courses offered by the IMC Program at West Virginia University: IMC 610 – Introduction to IMC This course is designed to provide you with an overview of integrated marketing communications and the ways in which IMC is used to build brand relationships. You’ll also come to understand through discussion, readings and Harvard case studies how ...
Marketing Communications are “all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used” (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as “the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses” (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999). Consequently Marketing ... Read More
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