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Entertainment Marketing and Analytics

IMC 431 (Elective)

Entertainment Marketing explores both the strategic and tactical use of entertainment and amusement in integrated marketing communications. The course addresses the role that amusement and entertainment play in the lives of consumers and how this can be utilized by marketers. In addition, the course explores the business and financial backgrounds of the entertainment industry, including the evaluation of the success and financial returns from amusement and entertainment programs.

There will be a major class project with an entertainment client. The project will provide both entertainment industry experience as well as the opportunity to develop an integrated marketing communication plan.