08492b20_tate_Smeal_College_of_Business__Penn_State_Smeal_MBA_Program__Course_Title
[Course Name] MKTG 534 [Overview] This course is designed to help students to more effectively: 1) describe, manage and coach the concept and realities of “Brand”, and “Brand Equity” in an operational way with teams, agencies, and other supporting groups and their business; 2) implement and Coach an 8 step process for the development and execution of an Integrated Market Communications program, to build sales, build brand equity, and achieve financial objectives; and 3) get better, more effective, creative results from their advertising and support agencies, whether they are managing, influencing, or consulting to the process. [Course Title] 
Integrated Marketing Communications
Second Year Course List — Penn State Smeal College of Business