Active participation in strategies for actualizing the creative potential of individuals and groups is an essential part of the course. Presents appropriate application of promotion strategies for the consumer, sales force and retail-trade categories. Case studies are used to assess program feasibility and cost effectiveness and to explore trends in promotional marketing. Emphasizes understanding of consumer purchase behavior and the formulation of promotion strategies that influence behavior. Focuses on the needs of technical readers and the skills of organizing and presenting complex material.
Students practice writing through workshops and feedback from peers and instructor.
Emphasizes clear, concise style, including techniques for testing and evaluating documents. Course formats vary from one semester to another. Course formats vary from one semester to another. Presented from the perspective of a director of communication. The course emphasizes the integration of corporate communication objectives, plans and activities.