MARK-572 Integrated Marketing Communication
Fall for 2017-2018
Faced with an ever-increasing variety of marketing communication options, managers responsible for developing marketing plans for target segments are faced with a new complexity in their strategic marketing decisions. Questions arise about how best to capitalize on the potential for a two-way flow of digital communication between the firm and consumers, should consumers be invited to co-create ads and messages with the firm and its advertising agency, how should messages be tested for effectiveness, what should be the role of mass media vs. social media vs. personal media, how much money be allocated to various media options, how to measure return on investment (ROI) for communication spending, and how to integrate a high impact strategic marketing communication program for competitive advantage. This course will address these questions through lectures, case studies, guest speakers, and a course project on an actual marketing communication challenge.
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