BUS 442 - Advertising and Marketing Communications Consulting

Integrated Marketing Communications (IMC) involves the strategic process of planning, developing executing, evaluating and controlling the use of various promotional mix elements to effectively communicate with target audiences. The goal of most of this communication is to encourage customers to become aware of a brand, develop a preference for it, and eventually purchase it. In this applied course, which is an integration of IMC and research-based consulting, your goal is to develop a strategic IMC campaign for a real client, The Coca Cola Company. As such, you will be exposed to a consulting process based on a research-based structured problem solving approach which will guide your efforts to develop actionable recommendations for your client. This is an Implementation and Industry Elective with a significant experiential learning fieldwork component.


  • Marketing