Students learn how to develop a balanced marketing communication plan that includes print and TV ads, as well as sales literature and direct marketing, promotional and public relations materials. An introduction to the purposes and methods of research. The course concentrates on how research provides critical information for marketing and communication decisions. Topics include identification of the research problem, research design, data-gathering techniques, sampling procedures, data analysis, and report preparation. The course exposes the student to basic statistical methods.
Students learn how to critically read and evaluate a market or consumer research study.
MC 518 Budgets and Budgeting Conceptualizing and analyzing problems effectively in marketing communication requires a rudimentary familiarity with finance. This course prepares students to analyze the financial dimensions of marketing and communication plans and to monitor their implementation budgets. In this course, social, cultural, and psychological factors are explored with particular attention to motivation, how attitudes are shaped and altered, how information is processed, and learning in the formation of purchasing decisions. Theories and models of consumer behavior are examined to learn how to apply behavioral research findings. This course focuses on the major aspects of developing and evaluating media plans and some key factors in efficient media buying.