MKTG 4830 - Marketing Communications

Description

An overview of methods, procedures, strategies, and applications in communicating with consumer and business markets as an integral part of the promotion function with respect to mass communications (advertising and public relations), personal selling, direct marketing, and sales promotion. The various media which may be employed in these forms of the promotion function and the effects upon resulting buyer behavior will be evaluated and considered in their specific applications.

Learning Objectives

• Understand the concept of integrated marketing communications and the various elements of the promotional mix that contribute to an IMC program
• Demonstrate an understanding of how various promotional tools must be coordinated for effective comm
• Demonstrate the ability to prepare a situation analysis, segment the market, and recommend targeting strategies.
• Demonstrate an understanding of the ethical, social, and global issues associated with marketing communications.
• Develop and present an integrated marketing communications plan.