Marketing Communications Program Curriculum

The comprehensive Marketing Communications program guides you from key theoretical concepts to hands-on techniques that you must have to succeed. You’ll learn skills that you’ll actually use on the job. Developed by practicing professionals, each lesson brings you closer to your dream.

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Lesson 1: Learning at Ashworth  

The goals and values of Ashworth College; time management; creating a realistic weekly and monthly study schedule; the nature and purpose of assessments; how to study effectively to prepare for and take an online examination; developing the skill sets necessary for success in the twenty-first century.

Lesson 2: Concepts in Small Business and Self-Employment  

Evaluating your business idea; setting yourself apart from the competition; market testing; investment funding and donation funding; qualities of an entrepreneur; crowdfunding and angel investors.

Lesson 3: Introduction to Advertising  

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.

Lesson 4: Advertising and the Marketing Process  

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.

Lesson 5: The Consumer Audience  

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

Lesson 6: Strategic Planning  

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.

Lesson 7: Corporations and Consumers  

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.

Lesson 8: The IMC Foundation  

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.

Lesson 9: Advertising Management  

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.

Lesson 10: Advertising Design and Media Selection  

The four types of messaging strategies; the eight major executional frameworks; selecting and using a spokesperson; principles of effective advertising; the media planning process; advertising in different media; media selection for B2B and international markets.

Lesson 11: Trade and Consumer Promotions  

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.

Lesson 12: Personal Selling and Public Relations  

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.

Lesson 13: The Top of the IMC Pyramid  

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.

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Program Description

This program introduces the student to the basics of media development for marketing applications. Topics include the characteristics of successful professionals, the difference between marketing and advertising, building a brand, developing effective ad campaigns, selecting appropriate media, managing customer relationships, and organizing public relations.

Program Objectives

After completing the Marketing Communications program, students will be able to:

  1. Describe the field of marketing communications, explain the characteristics of successful professionals, and identify the different types of marketing-related careers available to students with the appropriate knowledge and training.
  2. Compare and contrast the disciplines of marketing and advertising, and explain the functions, characteristics, and activities involved with each.
  3. Identify the psychological factors that influence consumers and describe how these factors are assimilated into the structure of effective campaigns.
  4. Define the principles of integrated marketing communications (IMC) and describe how companies apply these principles to ensure messages are heard by both consumers and businesses.
  5. Define the advertising management process and explain how a company’s mission, products, and services impact its advertising programs.
  6. Describe the criteria for creative, effective advertising and marketing messages, giving consideration to the message’s strategic purpose, intended media, aesthetic intent, and target audience.
  7. Define and describe consumer and trade promotions and explain how they are developed and designed based on their objectives and intended market.

Our Marketing Communications program gives you the practical knowledge you need to get ahead. Call 1-800-957-5412 or enroll online now.