Pearo HA449_HA649 Syllabus Fall 2008

Pearo HA449_HA649 Syllabus Fall 2008 - HA 4449/HA6649...

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Rev. 8/25/08 HA 4449/HA6649 INTEGRATED MARKETING COMMUNICATIONS Fall 2008 Instructor: Dr. Lisa Klein Pearo E-mail: [email protected] Office: 545C Statler Hall Office Hours: Wed. 12 -2 pm, and by appt. Phone: 255-9163 Teaching Assistants : Angeline Stuma [email protected] James Cho [email protected] Welcome to HA4449/6649. This course will provide students with a comprehensive exposure to marketing communications, covering the management of the full range of communication alternatives, including advertising, promotion, sponsorships, direct response marketing, public relations, and consumer-generated content on a global scale. Understanding the challenges and critical success factors involved in creating, managing and evaluating integrated marketing communication campaigns is becoming increasingly challenging in today’s explosive media environment. This syllabus includes most of the important structural and procedural information you will need for the course. In addition to the course pack (CP), we will rely heavily on online readings, exercises and videos which will be made available on Blackboard (Bb). I encourage you to read this syllabus thoroughly and refer to it often during the course. Please note that graduate students will be officially enrolling in HA6649 and will have additional course requirements and a different distribution of assignment points, as described below. If you have any questions, please raise them in class, post them on Bb, visit me during office hours, or contact me via e-mail. COURSE LEARNING OBJECTIVES Upon completion of this course, students should be able to: Explain the core advertising and promotion concepts and their interaction with other components of the expanded marketing mix in the hospitality organization Understand how the major types of advertising and promotion vehicles can and should be used jointly and their strengths and weaknesses Understand the key elements of persuasion and persuasive skills that are used to market services Apply the core marketing communications concepts, tools and frameworks to decision- making in the hospitality industry
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HA4449/HA6649 Fall 2008 Prof. Lisa Klein Pearo 2 Critically evaluate marketing research in order to develop an understanding of consumer needs and appropriate advertising messages Develop and present an effective integrated marketing communications campaign, working within a team environment COURSE DESCRIPTION This course will help students learn the frameworks and skills required to design, manage and evaluate integrated marketing communication programs. The course will focus on exploring these tools within the hospitality industry but the lessons learned can be applied broadly to any service or service-oriented industry. Over the past decade, the number of communication options available to consumers, and hence to organizations, has grown exponentially. With so many different avenues for communication to, from and among consumers, organizations must
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This note was uploaded on 09/24/2008 for the course H ADM 449 taught by Professor Pearo during the Fall '08 term at Cornell University (Engineering School).

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Pearo HA449_HA649 Syllabus Fall 2008 - HA 4449/HA6649...

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