391 outline winter latest update.docx

391 outline winter latest update.docx - UPEI SCHOOL OF...

Info icon This preview shows pages 1–2. Sign up to view the full content.

UPEI SCHOOL OF BUSINESS BUSINESS 481 – INTEGRATED MARKETING COMMUNICATIONS Winter 2016 Professor: Melissa James MacEachern Time/Location: Moodle INTRODUCTION Communication is key in today’s business environment. Integration of message strategy is crucial to maximizing the impact on the targeted consumer. This course in Integrated Marketing Communications considers the promotion mix to existing and potential consumers about the “value” of a particular product or service. It involves a variety of tools including advertising, direct marketing, sales promotions, digital communications, public relations, and personal selling. In this course you will learn how to identify the IMC strategy by examining the planning, developing, implementing and evaluating of communications activities. You will study the use of communication tools by business as well as their creation and management. Topics include an evaluation of the role of promotion in marketing and the economy; branding and positioning; the formulation and analysis of IMC goals; planning, organizing, and controlling the promotion function; creative planning; and budgeting and media selection. Marketing communications involves utilizing a strong strategic framework while understanding dynamic and fast-changing environments. As such, this course is designed to be guided by the instructor while we collectively learn from timely and relevant topics in the field of marketing communications. The objectives for this course are: Understand the evolution of marketing communications and its role in strategic management and marketing. Understand how marketing communications “works” in conjunction with marketing and market planning. Evaluate and apply market information and evidence-based research to develop branding, competitive positioning strategies and select the target audience(s). Examine how integrated marketing communications helps build brand identity, equity, and brand relationship. Measure and critically evaluate the communications results of an IMC campaign to determine its success. The learning outcomes for this course are: - integrate knowledge and skills in a practical way, - develop skills in using evidence based studies, - practice problem solving and analysis, - further develop writing, organization, and presentation skills, - gain experience in project management and time management.
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern