Duration: 8 weeks
Credits: 3 credits
Developing cohesive and integrated external and internal communication initiatives across traditional and social media channels is becoming increasingly important for strategic communication professionals. Traditionally, Public Relations, Marketing, and Advertising/Promotion have had separate functions; increasingly the role of strategic communication practitioners is to ensure the consistency of the brand story and message across all channels of communication. This survey course will give an overview of the field of integrated communication and the business environment in which it operates. Students will have an introduction to advertising, promotion, public relations, social media, and measurement/evaluation tools as they relate to integrated communication. Specifically, this course will provide students with an introduction to the concepts and theories they need to succeed to convey an integrated corporate brand across all of an organization’s communication channels.
*Disclaimer: Course content and outcomes may vary and are subject to change without notice.
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To learn more about the online Masters of Communication curriculum from Purdue University, including Integrated Communication, call (877) 497-5851 to speak with an admissions representative or request more information.