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.
Athena Title
Integrated Market Brand Comm
Equivalent Courses
Not open to students with credit in MARK 4600, MARK 4600E
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)
Student Learning Outcomes
Students will be able to identify the role of advertising as it relates to other marketing functions and other promotional activities.
Students will understand the advertising industry and the environment in which it operates.
Students will develop the theoretical and analytical skills necessary for the initiation, execution, and evaluation of advertising strategies.
Students will develop, write, and present an Integrated Marketing communications plan.
Students will be able to present and defend their recommendations and critically examine and discuss the recommendations of others.
Students will 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
