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. A community-based, service-learning project will be completed.
Athena Title
Integr Market and Brand Comm
Equivalent Courses
Not open to students with credit in MARK 4600E, MARK 4600S
Prerequisite
MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001H or MARK 3001E
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Student learning Outcomes
- Students will achieve competency through an iterative process involving the design and implementation of an integrated marketing communications plan for a community-based, service-learning project, with opportunities for feedback, corrections, and improvement throughout the semester.
- Students will demonstrate creativity and innovation by utilizing new technologies (e.g., AI) to develop original and creative marketing content for a specific audience and communication channel, ending the semester with new, original work for a service-learning client.
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
Institutional Competencies Learning Outcomes
Communication
The ability to effectively develop, express, and exchange ideas in written, oral, interpersonal, or visual form.
Creativity & Innovation
The capacity to combine or synthesize existing ideas, images, or expertise in original ways and the experience of thinking, reacting, and working in an imaginative way characterized by innovation, divergent thinking, and risk taking.
