| Course ID: | MARK 4600E. 3 hours. |
| Course Title: | Integrated Marketing and Brand Communication |
Course
Description: | The study of marketing communications of business firms and organizations. Attention focuses on the process and the challenges involved in developing effective communication strategies. Key issues in effective advertising are illustrated using business cases. |
| Oasis Title: | Integr Market and Brand Comm |
| Duplicate Credit: | Not open to students with credit in MARK 4600, MARK 4600S |
| Nontraditional Format: | This course will be taught 95% or more online. |
| Prerequisite: | MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001E or MARK 3001H |
| Grading System: | A-F (Traditional) |
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| Course Objectives: | Upon completion of this course, a student will be able to:
• Identify the role of advertising as it related to other marketing functions and other promotional activities.
• Understand the advertising industry and the environment in which it operates.
• Develop the theoretical and analytical skills necessary for the initiation, execution, and evaluation of advertising strategies.
• Develop, write, and present an Integrated Marketing communications plan.
• Present and defend their recommendations and critically examine and discuss the recommendations of others.
• Demonstrate effective teamwork, teambuilding, leadership, listening, critical thinking, problem-solving, and communication skills. |
| Topical Outline: | • Introduction to integrated marketing communications and its role in the marketing process
• Brand building and its relationship with communications
• Role of advertising agencies
• Consumer behavior and its relevance to advertising and communication
• Developing marketing communications creative strategy
• Media planning and strategy
• Evaluation of broadcast and print media
• Types of and use of support media
• Direct marketing
• The internet and interactive media
• Sales promotion
• Public relations, publicity, and corporate advertising
• Measuring the effectiveness of the promotional program
• The marketing communication process
• Source, message, and channel factors
• Objectives and budgeting for marketing communications |