A key to a firm's profitability is effectively communicating the existence and benefits of its goods and/or services to both current and potential customers. The effectiveness of a firm's marketing communication (Marcom) plan will depend on: the development of communications objectives based on a sound marketing strategy; determining an appropriate budget and how to allocate it effectively; developing a creative brief and IMC campaign that will have the desired impact on target customers; and establishing mechanisms for evaluating the effectiveness of a Marcom program. The purpose of this course is to develop the skills necessary to manage and implement successful Marcom programs. This is done through a combination of in-class lecture/discussion sessions and an extended project in which you will work with team members to develop a Marcom program including draft creative, for a brand of your choice.
Due to the highly applied and interactive nature of this class attendance at all classes is essential, as is thorough pre-course preparation, so pre-read the text.
**NOTE - purchase textbook and pre-read assigned chapters before class 1**
Instructor Biography - Ann Stone
Course Outline - Class of 2018 (updated January 31, 2017)
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