Students investigate multidisciplinary, theoretical views of consumer behavior and apply these to marketing communication contexts. Students learn about the determinants of consumer behavior through the application of theories from disciplines such as communication, marketing, cultural anthropology, economics, sociology and psychology. Case studies, exercises and research help students understand the complexity of consumer behavior given intrapersonal, interpersonal and situational influences. Students learn how to integrate marketing communication elements and why this is critical to an organization's success. Advertising, public relations, publicity, sales promotion, event marketing, direct marketing, e-communication and selling must be integrated to present customers and publics with a consistent message, identity or theme.
Students explore the role of public relations in the integrated marketing communication mix.
In this course, students are involved in developing all aspects of a plan, including constructing press releases and developing public service announcements, using case studies or field application. This course exposes students to a comprehensive survey of writing techniques for public relations, publicity and public affairs activities. Intensive writing exercises are employed to help students achieve their goals. Students learn about the development of organizational and marketing communication strategies in crisis situations. Using case studies and fieldwork, students focus on the importance of internal communication and media relations during a crisis.