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Entertainment Marketing

IMC 309 (Elective)

Entertainment Marketing examines the strategic and tactical use of entertainment, gaming and other brand engagement programs in integrated marketing communications. It explores the role entertainment plays in the lives of consumers and how entertainment brands are built, and how managers use entertainment marketing and communications to achieve brand objectives. The course covers the business and financial scope of the entertainment industry, including evaluation of the success of entertainment marketing programs.

Prerequisite: IMC 303