Students also investigate strategies that organizations should employ to avoid crisis. Students learn to communicate on the Internet and examine the differences between traditional media vehicles and the Internet within the context of strategic communication. Students explore how communication has changed given media and delivery system convergence as well as market democratization. Ethical and legal parameters of technology-based communication is also covered in this course. Students explore the roles of advertising, sales promotion and publicity in the integrated marketing communication mix.
Students learn to develop and manage advertising campaigns, including evaluation of said campaigns.
In addition, students investigate how to use sales promotion to bring about behavioral change in the contexts of consumer and trade promotion. Further, students learn to generate and manage publicity. Students evaluate the legal and ethical issues surrounding these marketing communication efforts. Students learn about concepts of organizational communication with a focus on the communication process within and across organizations, organizational systems and leadership dynamics. Organizational communication strategies are explored through case studies and field application.