Marketing Communications

Marketing Communication is a targeted effort to influence perceptions, support a brand's positioning, and build brand equity/value and consumer loyalty. Students will study how a carefully crafted marketing communication strategy can result in profitable, long term consumer relationships. This course examines an integrated marketing communications approach to demonstrate how a mix of communication vehicles, both traditional media and leading edge New Media, contributes to an effective, powerful coordinated communication effort. Students will study the effect of the internet and the emergence of social media on traditional media effectiveness and the impact of the marketing communications process.