Integrated Marketing Communications
The American University of Rome
Area of Study
Communication Studies, Marketing
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
OverviewDesigned to be a bridge from the Principles of Marketing course to upper level marketing courses, such as Advertising, this course introduces students to IMC, an innovative approach to marketing communications (the Promotion P of the Marketing Mix). Smart marketers today no longer manage the various promotional tools separately but rather first develop Integrated Marketing Communications Strategies that ensure that their many promotional efforts are unified. The IMC approach ensures a single, clear, concise, coherent message that is supported by each of the promotional tools. Students explore these tools (Advertising, Public Relations, Sales Promotion, Personal Selling, Direct Marketing and Alternative Marketing), while honing creative and decision-making skills.
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations