| Course ID: | MARK 4600S. 3 hours. |
| Course Title: | Integrated Marketing and Brand Communication |
Course
Description: | The study of marketing communications of business firms and
organizations. The process and the challenges involved in
developing effective communication strategies. Key issues in
effective advertising are illustrated using business cases. |
| Oasis Title: | Integrated Market Brand Comm |
| Duplicate Credit: | Not open to students with credit in MARK 4600, MARK 4600E |
| Nontraditional Format: | Course includes a service-learning project during the semester
that either employs skills or knowledge learned in the course or
teaches new skills or knowledge related to course objectives.
Students will be involved in the planning and implementation of
the project(s) and may spend time outside of the classroom.
Students will be engaged in the service-learning component for
approximately 25-50% of overall instructional time. Developing
and implementing an applied service-learning project in
integrated marketing communications. |
| Prerequisite: | MARK 3000 or MARK 3000H or MARK 3000E or MARK 3001 or MARK 3001H or MARK 3001E |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| 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 his or her 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: | • Developing and implementing an applied service-learning
project
• 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 |