Principles of Integrated Marketing Communication
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The purpose of this course is to examine the various processes involved in the management of advertising and related marketing communication. The course deals with advertising from a strategic rather than simply a descriptive standpoint, starting out with a broad look at what advertising is meant to do and then going on to provide you with an understanding of what it takes to develop effective advertising campaign. In essence, we will concern ourselves with understanding many of the major issues, including key concepts that underlie good decision making.
Public Relations Management
The goal of this course is to give students a thorough understanding of public relations as a strategic management function. Students will explore various communication theories, trends/issues and practice areas with a special emphasis on the role of public relations in the integrated marketing communication process. In addition, students will gain real-life experience by developing a comprehensive public relations plan that meets specific business and communication needs.
Social Media Strategies & Tactics
This course provides the practical knowledge and insights required to establish objectives and strategies, to properly
select the social media platforms to engage consumers, and to effectively monitor and measure the results of these
efforts. Students will learn about the multidisciplinary implications and how to manage a successful social media
presence for any organization, as well as techniques for gaining executive and client buy-in to achieve your goals.
The course will review how to use necessary tools and services for gaining valuable insights about how consumers
feel about and respond to brands and product categories. Students will also learn how to apply and share these
important insights with marketing, sales, PR, advertising, customer support and other functions and stakeholders.
The purpose of the course is to introduce students to the marketing research literature and to the marketing research process. The emphasis in this course is on how to actually conceptualize and conduct a marketing research project as well as use research as an aid for marketing strategy decisions. A fundamental skill possessed by successful marketing managers is the ability to obtain and use factual information within the managerial decision making process. Students will learn how to design, interpret, and apply marketing research to solve business problems.
This course addresses the challenge of designing, implementing and executing the optimal combination of marketing efforts to carry out an integrated marketing communication campaign to achieve the desired effect in a target market. The course will help students develop skills in applying the analytic perspectives, decision tools and marketing concepts to product offering, communication programs, distribution and pricing to capture the value created for the customer. Students will develop their own understanding and management skills in this critical aspect of IMC.
Brand Management teaches students the importance of differentiating products and services in today’s world of alternatives, which provides consumers with the power of choice. A strong brand can have a dramatic impact on a purchasing decision. Strong brands will transcend industries and provide an organization with one of its most valuable assets—BRAND EQUITY.
The basic approach in this course will be to blend the theory and practice of product and brand management in a comfortable, supportive environment that promotes active learning. A good theory is invaluable because it structures problems and suggests possible solutions. The business process of mission and strategy creation through brand and identify development and execution is presented and reinforced through readings, case studies, and a course project for practical application and experiential learning.
Branding is both an art and a science. Thus, few branding situations have a definitive unqualified answer as to the “best” marketing programs. By providing students with relevant and comprehensive theories, and all the accompanying ideas, concepts, mechanisms, and models that go along with that, they can make informed decisions that will have a greater probability of success. The interaction of customer, company (capabilities) and competitors (alternatives) are important considerations in branding. Many theories covered will be from a consumer behavior perspective.
Analytical Tools for Decision Making
This is a foundational course in the key statistical methods used to analyze data in support of business decisions.
Topics covered include: descriptive statistics, continuous and discrete distributions, sampling and inference,
comparisons, hypothesis testing, and regression, in addition to other more advanced methods selected by the
Global Consumer Insights
This course introduces students to a wide range of behavioral concepts and examines the strategic implications of customer behavior. The course challenges students to explore the realities and implications of buyer behavior in traditional and e-commerce markets. A key to the course is demonstrating how an understanding of buyer behavior can help to improve strategic decision making in developing effective IMC campaigns.
Integrated Marketing Communication Capstone
This course is design for students who will become decision makers in almost any company concerned with consumer/customer communications including: advertising, public relations, promotions, Internet, IMC-media and client organizations.
Students will learn and practice message and touch-point integration, with special attention to effectiveness and measureable results. Now more than ever, communication professionals are accountable for their programs and strategies. They also have more power to shape the way in which marketing organizations do business.
Students taking this course will be at the forefront of the movement toward IMC that looks forward to an integrated brand experience on the part of the customer. It should be clear that your proactive participation in this course will determine the extent to which you will benefit from the knowledge and practice that the course offers.