BUS 458 Integrated Marketing Communication (3 credits / 6 ECTS, Elective, Fall 2026-2027). Lecturer: Dr. Samaneh Mohammadi.

This course introduces the principles and practice of integrated marketing communications (IMC): the communication process, brand management, IMC planning, advertising campaign management, and the full range of IMC tools, including traditional, digital, mobile and social media, alternative marketing, direct marketing, personal selling, sales promotions, and public relations and sponsorship. It also covers the legal and ethical issues in marketing communications and how to evaluate an IMC program.

Sustainability is built into the course: students learn how brands communicate environmental and social commitments credibly, how to avoid greenwashing, and how IMC can support the UN Sustainable Development Goals, especially SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action).

Main text: Clow, K.E. and Baack, D. (2022) Integrated Advertising, Promotion, and Marketing Communications, 9th edn, Global Edition, Pearson.