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Communications and Content Marketing

IMC 454 (Elective)

Communications and Content Marketing is designed to help students understand how communications affect consumers and other audiences, and how communications can be developed and executed to accomplish organizational objectives.  

The course begins with communications theory and the ways communications content and messages influence human behavior. The course then addresses the evaluation and development of specific marketing communications content in advertising and other areas of marketing communications with an emphasis on the creativity and storytelling.  The course includes a series of hands-on exercises in writing and oral presentations.

Students will be expected to employ the skills developed in this class in written assignments and presentations through the rest of the IMC program.