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Georgetown University


Detailed Course Information


Fall 2017
Jan 18, 2018
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MPMC 702 - The Management of IMC
This course will help students develop a deeper understanding of the business and financial dimensions of integrated marketing communications operations—from both agency and client perspectives. In addition, students will develop skills that will help them contribute to the financial objectives of an organization— whether it’s for-profit, nonprofit, or government. How do communications agencies become financially successful in an ongoing way? How do organizations effectively contract and manage marketing and communication services to achieve strategic objectives? How can a professional communicator contribute to the financial objectives of an organization or an agency, in addition to achieving the marketing and communication objectives? In this course, students will learn skills that will specifically help them to: use and understand financially related concepts and terminology; develop and manage a communications budget; articulate the value of communications-related expenditures and develop return on investment analyses; prepare a budget, write an RFP, and write a proposal; and learn how to sell, purchase, and manage communication services effectively, including project management and client service-related issues.

3.000 Credit hours
3.000 Lecture hours

Levels: MN or MC Graduate
Schedule Types: Distance, Seminar
All Sections for this Course

Marketing Communications Department

MPMC 600 and MPMC 602

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