MKT-605 is concerned with the development, evaluation, and implementation of integrated marketing communication strategies in complex environments, dealing with an in-depth analysis of concepts, theories, facts, and analytical procedures, techniques, and models across communication functions, media alternatives, and the integrated marketing communication concept itself.
IMC strategy in complex environments
The course goes beyond the undergraduate introduction to IMC into strategy development for genuinely complex environments, where multiple channels, stakeholders, and market conditions must be coordinated at once.
In-depth analytical models and procedures
MKT-605 requires in-depth analysis using established analytical procedures, techniques, and models, reflecting the graduate-level expectation of rigorous, evidence-based communication strategy rather than introductory conceptual coverage.
Key topics in MKT605
- Developing IMC strategy in complex environments
- Evaluating and implementing communication strategy
- Communication functions and media alternatives
- Analytical models for IMC decision-making
- Graduate-level strategic communication theory
- Case-based IMC strategy application
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Worked example: complexity beyond the undergraduate course
- Undergraduate IMC (MKT-229): Coordinating a brand's message across a handful of channels
- Graduate IMC (MKT-605): Developing, evaluating, and implementing strategy across complex, multi-stakeholder environments using formal analytical models
- Lesson: MKT-605 teaches that graduate IMC work adds rigorous evaluation and complex-environment strategy on top of the foundational coordination concepts
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Frequently asked questions
MKT-229 introduces the foundational IMC concept — coordinating advertising, PR, and digital channels around one consistent message — while MKT-605 goes further into developing, evaluating, and implementing IMC strategy specifically within complex environments, using in-depth analytical procedures, techniques, and models. The graduate course assumes the foundational coordination concept is already understood and pushes into more rigorous strategic analysis and complex, multi-stakeholder application.
Real organizational communication rarely happens in a simple, single-stakeholder environment — multiple business units, diverse media channels, and varied audience segments typically all need coordinated communication simultaneously, and managing IMC strategy well under this genuine complexity requires more sophisticated analytical tools than a foundational course covers. MKT-605 focuses on complex environments because that's where graduate-level IMC judgment is actually tested and most valuable.