The course will involve a blend of lectures, discussions, videos, on-line activities, and seminars. Industry related projects will be undertaken followed by student presentations on their work. Team activities are an integral part of the course.
- The concept of integrated marketing communications (IMC).
- How advertising, sales promotions, public relations and personal selling inter-relate, and how each functions.
- The consumer, both individual and organizational, in the marketing communications concept.
- How the communications process works.
- Establishing communications objectives, plans and budgets.
- Creative strategy, planning and development.
- Evaluation of the various media forms, and identifications of their use.
- Direct marketing and Internet considerations, as well as other media and communication vehicles.
- Monitoring, evaluating and measuring effectiveness of the promotional program.
- Global communications considerations and issues.
- Social, cultural, ethical and economic issues and aspects of communications planning.
At the end of the course, the successful student should be able to:
1. demonstrate an understanding of the nature and process of communications;
2. evaluate various promotional techniques and how they integrate with one another;
3. set promotional objectives
4. plan, budget and develop a promotional campaign
5. analyze, critique and modify promotional pieces
6. design integrated marketing communications tools
7. apply promotional techniques appropriate to the marketing challenge at hand
8. develop and deliver a management level presentation on a promotional campaign
Projects & Presentations (2-4) 50%
Midterm examination 20%
Final examination 20%
Course participation 10%
100%
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
Textbooks and Materials to be Purchased by Students:
Belch, G.E., Belch, M.A. and Guolla, MA. Advertising and Promotion, Latest Canadian Ed. McGraw Hill or equivalent.