Special emphasis is on the development of relationship messages, the use of databases for constituent management, and a review of appropriate marketing communications media. An examination of the creative process and techniques of creative problem solving. The course gives students numerous opportunities to solve a variety of marketing communications problems. Students have an opportunity to visit with individuals who practice creativity in their professional lives and individuals who study creativity as scholars. An overview of the basic concepts of advertising, public relations, sales promotion, direct marketing, and personal selling.
Emphasis is on integration and measurement of the marketing communications plan.
The course includes the analysis and understanding of traditional media plus new media. Students study the effects of management, process, product, and marketing innovation as they relate to future use of media in the integrated marketing process. An examination of the ethical issues, philosophies, and decision-making systems that affect marketing communications. Through studies of specific business cases, students gain insight into the cultural, legal, and social decisions that affect an organization's future. The course emphasizes how organizations define actual brand problems and attempt to solve them.