TY - JOUR
T1 - Integrated marketing communications
T2 - A new master's degree concept
AU - Caywood, Clarke L
AU - Ewing, Raymond
PY - 1991/1/1
Y1 - 1991/1/1
N2 - For years Northwestern University offered separate graduate degree programs in corporate public relations, advertising, and direct marketing. Those programs have been fused into an integrated marketing communications program. The five-quarter program includes a core of new marketing communications planning and management classes, professional specialization classes in corporate public relations, advertising, and direct marketing along with a cluster of MBA-level business classes.
AB - For years Northwestern University offered separate graduate degree programs in corporate public relations, advertising, and direct marketing. Those programs have been fused into an integrated marketing communications program. The five-quarter program includes a core of new marketing communications planning and management classes, professional specialization classes in corporate public relations, advertising, and direct marketing along with a cluster of MBA-level business classes.
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U2 - 10.1016/0363-8111(91)90020-L
DO - 10.1016/0363-8111(91)90020-L
M3 - Article
AN - SCOPUS:38149145251
SN - 0363-8111
VL - 17
SP - 237
EP - 244
JO - Public Relations Review
JF - Public Relations Review
IS - 3
ER -