Course Schedule and Catalog

Long Title: MARKETING COMMUNICATIONS

Department: Management

Grade Mode: Standard Letter

Course Type: Lecture

Credit Hours: 1.5

Description: Marketing Communications is the Promotion “P” of the traditional 4 Ps of the Marketing Mix (Product, Price, Place, Promotion) as taught in marketing courses. In Services Marketing courses, they sometimes add three additional Ps (People, Processes and Physical Evidence) to the Marketing Mix (becoming 7 Ps) due to the intangible characteristics of services that add to the marketing challenges. In this course, we will focus on the concept of Integrated Marketing Communications. We will consider the unique situations of various organizations and the implications for the Integrated Marketing Communications (IMC) program. And we will discuss the IMC processes, media and tools and their roles in contributing to the success of the program. The tools available include Advertising, Direct Marketing, Interactive/Internet Marketing, Sales Promotion, PR/publicity, and Personal Selling. We will look at the various tools/media available and the strengths and weaknesses of each when applied to a given organization and its situation. Some organizations leverage all of these tools in their IMC programs while some will emphasize as few as one or two. That is because each organization’s situation (internally and environmentally) is unique.