Marketing Communications

Brands can be goods or services, things or people. This course will focus on the techniques used to project and maintain brands in the consumers’ consciousness and will tie the basic elements of branding strategy to creative and media planning and execution. Integrated marketing communications tools/tactics such as: advertising, sales promotion, public relations, personal selling, Internet-based and direct response communications will be covered. In the course-culminating activity, students will analyze the current communications situation for an actual brand and recommend an appropriate go-forward communications strategy in the form of an integrated marketing communications plan.

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