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FALL TERM I 2025 • STRATEGIC ADVERTISING & PROMOTION MANAGEMENT • FSH MKT 3910 • 25 CLASS SECTION

Alison M. Wolfe MBA, MS, PhD, Professor

«YOUR LEARNING OUTCOMES«

è BELCH & BELCH, 2012, 2021, 2024

I will be able to describe how integrated marketing communications (IMC) has evolved, how it differs from
traditional media advertising, and its role in the marketing program of a company or organization.

I will be able to evaluate the way marketers organize for integrated marketing communications and describe
the role and function of advertising agencies, media specialist companies, and other marketing
communication specialist organizations.

I will be able to describe the consumer decision-making process and the role consumer behavior plays in the
development of IMC programs.

I will be able to explain how companies set objectives for their IMC programs as well as determine the budget
for advertising and other IMC tools.

I will be able to explain the process of developing and implementing media strategies and identify the
advantages and limitations of various media including print, broadcast, the Internet, and alternative media.

I will be able to explain the various promotional tools and the role they play in an integrated marketing
communications program including advertising, sales promotion, publicity/public relations, direct
marketing, the Internet/social media, personal selling, and other IMC tools.

I will be able to explain how organizations measure the effectiveness of the various IMC tools as well as the
overall IMC program.

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