Marketng Communicatns Strategy

1.5 Credits · Level: Graduate, Juris Doctor

It is not possible to promote a product or maintain consumer and customer relationships without marketing communications. Perhaps more importantly, the proliferation of new communication tools and techniques can distract and even divert marketers from executing a consistent, strategically sound marketing plan. In this course we will start with marketing strategy and then explore how we can align our marketing communications to efficiently and effectively support this strategy. We will focus on careful use of concepts, integration of execution with strategy, and realistic development and evaluation of communications plans. This course is intended to provide students with a basic knowledge of the principles of marketing communications strategy necessary for functioning in a wide variety of business environments. It is an overview course designed to acquaint students with basic areas of marketing communications, both strategic and functional. This course is intended as foundational for students pursuing careers in marketing, advertising, or as entrepreneurs or business analysts in marketing-intensive industries. The course deals with communications in a variety of settings: in service firms, professions, industrial manufacturing companies and not-for-profit groups, and not only in consumer product firms.