Integrated Marketing Communication Graduate Degree
Advertising, Public Relations, Personal Selling, Sales Promotion and Creative Ideas
Subir Sengupta, Director of the Graduate Program in the Marist College School of Communication and the Arts, discusses the Integrated Marketing Communication Graduate Degree. Sengupta's take on modern marketing is focusing on the promotional part of the marketing mix. The promotional part has several different areas, for example advertising, public relations, personal selling, and sales promotion.
With the marketing promotional mix there is integrated marketing and integrated marketing communication. Integrated marketing is about integrating the different areas in the marketing mix, whereas integrated marketing communication is integrating areas with the promotional mix. The key to making integrated marketing and integrated marketing successful is concentrating on strategic consistency across advertising, public relations, personal selling, and sales promotion; what kind of creative ideas would work across these different functions.
The Integrated Marketing Communication graduate degree program encompasses the entire IMC spectrum as a whole. Throughout the curriculum, graduate degree students will gain the necessary knowledge of combining advertising, public relations, personal selling, sales promotion, and creative ideas in a well development modern marketing plan.