ISS 532E - Integrated Marketing Communication

Course Objectives

Keeping up with the textbook and participating in class are both important to your success in this course. The text provides a good overview of marketing communications and promotion management. The class sessions will illustrate, apply, and expand on major text topics, and introduce material not covered in the text.
o To develop an understanding of the role of advertising and promotion within the context of a balance of theoretical and practical perspectives through the integration of various concepts/theories and practical applications.
o To analyze the relationship of five elements of the promotional mix.
o To develop and understanding of the overall marketing process and the role of the promotional mix in the marketing mix and strategy.
o To understand the planning, implementation, and evaluation process of marketing communications.
o To develop an understanding of the legal and social issues, the regulatory process, concerning the promotional mix.
o To determine the role of the promotional mix in the development of strategic/ tactical marketing plans so as to understand how the marketing communication process influences consumer decision making.

Course Description

Keeping up with the textbook and participating in class are both important to your success in this course. The text provides a good overview of marketing communications and promotion management. The class sessions will illustrate, apply, and expand on major text topics, and introduce material not covered in the text.
o To develop an understanding of the role of advertising and promotion within the context of a balance of theoretical and practical perspectives through the integration of various concepts/theories and practical applications.
o To analyze the relationship of five elements of the promotional mix.
o To develop and understanding of the overall marketing process and the role of the promotional mix in the marketing mix and strategy.
o To understand the planning, implementation, and evaluation process of marketing communications.
o To develop an understanding of the legal and social issues, the regulatory process, concerning the promotional mix.
o To determine the role of the promotional mix in the development of strategic/ tactical marketing plans so as to understand how the marketing communication process influences consumer decision making.