MK 529 Marketing Communications *

This course examines theories of integrated marketing communications which includes public relations, social media, mobile, content marketing, traditional print and broadcast media and the influence of integrated marketing communication on marketing strategy and organizational effectiveness. The emphasis is on the relationship between the company objectives and how best to apply integrated marketing to reach their goals. Students will learn the steps in creating an integrated marketing communications plan including creative briefs, message and content development, use of social media, ethics, crisis communication, and management of the integration process.

Credits

3

Prerequisite

MBA 525 or MBA 534

Outcomes

1. This course will prepare students to:
2. Discuss how integrated marketing communication campaigns are implemented and managed including evaluating outside agency use and producing creative briefs.
3. Formulate a content creation strategy incorporating managing your image.
4. Consider the impact of public policy, ethics, international legal and ethical codes, global trends, and multicultural intelligence on integrated marketing communications strategy.
5. Devise an Integrated Marketing Communications Plan including how each of the various elements of marketing tactics are combined and coordinated into an overall marketing strategy.
6. Develop the media selection, media requirements, media technologies, and media structures into an integrated marketing communications plan.
7. Defend the use of research in message formation, audience segmentation and differentiation.
8. Support best practices of search engine optimization and how it affects content creation.
9. Understand the best practices of search engine optimization and how it impacts content creation.
10. Identify the impact of social media on integrated marketing communications.