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Course Details

IMC 440  Marketing Communications Research

The importance of marketing information to the strategic decision-making process. Focus on research tools and techniques in marketing communications: product research, competitive analysis, audience and segmentation research, communications testing and media research. Emphasis on design, implementation, analysis and reporting of market research studies.

Credits:  3

Prerequisites:

  • IMC 401 (with a min grade of B-)
  • AND  IMC 409 (with a min grade of B-)
  • View the Course Finder for more detailed prerequisite information.

    Course Notes:

    IMC 401 and IMC 409 minimum grade B- required for

    continuation in MSIMC program.