INTRODUCTION TO MARKETING COMMUNICATIONS: HOW COMPANIES REACH CONSUMERS
What is marketing communications? Is it buying and selling, advertising and promotion, surveys and telemarketing, or looking at how consumers buy? Do you want the same stuff your friends have; do you want to be part of the “in” crowd; and what do your clothes say about you?
In this course students examine multiple ads and promotional programs, read about how companies try to reach consumers, and discuss consumers’ responses to companies’ programs. They explore how companies advertise and promote their products to the consumer.
We approach these topics through a combination of lectures, case studies, and class discussions. Students are divided into small groups to do hands-on work and present their findings to the class for Q&A. As a final project, they work in teams to create, brand, and develop a comprehensive written marketing and communications plan for a new product, which they also present to the class.
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