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 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
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
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.
