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AC 402 — Digital Analytics for Integrated Marketing Communications (IMC)

3 credits; 3 lecture hours

This course empowers the student with the knowledge of best practices for data collection and interpretation that leads to higher profits, an improved customer experience and creates measurable value to the business. Drawing from case studies and practical applications, students explore the key concepts, techniques and practices of web, mobile, social media and e-Commerce communication analytics, and how they can successfully leverage data to achieve communications objectives and improve business performance.
Prerequisite(s): AC 361 and DM 435 and MA 321.

Advertising and Marketing Communications BS Degree Program

https://catalog.fitnyc.edu/undergraduate/majors/baccalaureatedegreeprograms/advertisingandmarketingcommunicationsmajor/
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 2026.