Convergence on marketing is beginning to be reflected in education.
With the increased convergence of marketing disciplines, in particular advertising, PR, sales promotion, and direct marketing, it is increasingly important that those entering the PR field already have a well-rounded view of communications and marketing.
A few far-seeing colleges and universities are beginning to impart integrated marketing communications (IMC) skills to future PR professionals at the undergraduate level, where many of the fundamental ideas of PR's essence and role in the ...