Marketing Communications Course Outline

Characteristics of a successful campaign; the marketing, economic, communications and societal implications of advertising; roles of the agency, vendor, media and audience; the evolution of advertising; implications of the global marketplace; niche marketing; interactive advertising.

The marketing, economic, communications and societal implications of advertising; roles of the agency, vendor, media and audience; the evolution of advertising; implications of the global marketplace; niche marketing; interactive advertising. What is marketing? the role of advertising in the marketing plan; consumer, business-to-business, industrial, institutional, and reseller markets; the marketing mix; market segmentation; producer-to-consumer distribution channels; ad agency structure and function.

The dynamics of consumer behavior; identifying target markets; cultural, social and psychological factors that influence buying behavior; core consumer values; the buying decision process.

Elements of integrated marketing campaigns; stakeholder audiences; situation analysis; concept testing; the message strategy; the media plan; developing and executing components of the campaign; advertising research; evaluating a campaign to gauge its effectiveness.

How to improve your efficiency and productivity as a student and later in your marketing career.

Components of the IMC plan; the importance of communications; promoting a corporate image; corporate names and logos; branding; brand equity; packaging; brand extensions and flanker brands; co-branding; private brands; positioning; consumer modeling; the purchase decision; the consumer buying environment; changing trends.

Types of business consumers; business buying centers; the business-to-business buying process; dual channel marketing; 21st century trends; promotional opportunity analysis; communication market analysis; establishing marketing communications objectives; the communications budget; types of budgets; market segmentation by consumer and business-to-business groups.

The role of advertising in the IMC process; choosing an ad agency; advertising planning and research; the roles of account executives and creatives; campaign management; communication and advertising objectives; media selection; the creative brief; advertising theory and appeals; the structure of an advertisement.

Message strategies; cognitive strategies; executional frameworks; sources and spokespersons; creating advertising; beating ad clutter; media strategy and planning; achieving advertising objectives; selecting media; the media mix; selecting media in international and business-to-business markets.

Types of trade promotions: allowances, contests, incentives, training programs, vendor support programs, trade shows, specialty advertising and point-of-purchase advertising; meeting trade promotion objectives; coupons premiums; contests and sweepstakes; refunds and rebates; sampling; bonus packs; price-offs; planning for consumer promotions.

Retail sales; retail sales presentations; buyer-seller relationships; managing the business-to-business selling process; new trends in business-to-business personal selling; personal selling in international markets; database marketing; direct marketing; permission marketing; the public relations department and its function; types of stakeholders; damage control; social responsibility; the FTC; regulating marketing communications; sponsorship and event marketing.

Marketing on the Internet; e-commerce; international e-commerce; IMC and the Internet; direct marketing on the Internet; viral marketing; marketing entrepreneurial and small business ventures; starting a company; the market analysis; finding customers; advertising small business; making customers advocates; evaluating the marketing message, public relations activities and the overall IMC program; recognition tests; behavioral evaluations.

Locating the best opportunities; assembling your resume; interview preparation; landing the job you want.