MSMC 5022 Trends in Integrated Marketing Comm
This exciting user friendly course examines the structural, technological and consumer behavioral forces driving accelerating change in integrated marketing communications. The course embraces the move underway from traditional IMC approaches to new tools and views. For example new preferences for: "screen"(i.e. TV, Mobile) vs. "non screen (i.e. press, radio etc.), "two-way" (interactive) versus "one-way (i.e. passive), "named" or "personalized" communication (i.e. spam, direct mail etc.) vs. "not named" (i.e. TV). Further, a wide range of new concepts will be explored such as: social networking, contextual targeting, viral communication, blogging, wikis, new consumer behavior schemas, renewed interest in hygiene factors and CRM etc.