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AC 202 — Strategic Planning for Integrated Marketing Communications

3 credits; 3 lecture hours

Students plan and develop integrated marketing communications strategies and plans in order to achieve specific marketing and communication objectives. Through student agency teamwork, they make strategic decisions about marketing and IMC mix elements and plans, based on corporate strategy, competitive and market analysis and research interpretation.
Prerequisite(s): AC 111 and AC 114.

Advertising and Marketing Communications BS Degree Program

School of Business and Technology Applications accepted for fall and spring.      NYSED: 20788     CIP:  09.0903     Students in the Advertising and Marketing Communications major develop integrated marketing communication (IMC) campaigns, media plans, and special events; direct and produce television and radio commercials; and write print ads, press releases, and newspaper and magazine articles. Guided by a faculty of practicing professionals, students acquire the knowledge and skills necessary to apply for positions in the communications industry in advertising management, advertising strategy and creative execution, public relations/publicity, fashion journalism, corporate communications, media planning, electronic media production, IMC management, and brand management. Curriculum below is for the entering class of fall 2023.