Course Code: MKTG 4006
Academic Year: 2020-2021
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 co-ordinated 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.