Course Schedule and Catalog

Long Title: MARKETING COMMUNICATIONS STRATEGY

Department: Management

Grade Mode: Standard Letter

Course Type: Lecture

Credit Hours: 1.5

Description: This course is designed to offer an overview of the principles of marketing communications. The emphasis in this course will be on the role that both advertising and promotion play in the communication program of a marketing-oriented organization. To effectively plan, implement, and evaluate an organization's communication program, a firm must understand the consumer. Topics covered, therefore, will emphasize the areas of consumer psychology and behavior, communication theory, media mix and marketing strategy, with respect to their influence on advertising and promotion. Upon completion of the course, you should have better knowledge and analytical skills necessary to develop, implement, and evaluate an organization's advertising and promotion program. As such, the final project for this course will be to develop and present such a program in a competitive marketplace.