PHIL 102: Legal and Ethical Issues (Fall "C" 2019)

This course studies the ethical, legal, and social responsibilities of business, particularly in the product, resource, and labor markets. Principles of moral philosophy are applied to the analysis of corporate conduct and decision making in the United States and elsewhere. Case studies and academic articles are used in the discussion of social responsibility and the respect for human dignity in organizations driven by the profit motive and competition.

MRKT 210: Principles of Advertising and Public Relations (Fall "C" 2019)

As entrepreneurs, small businesses and companies seek ways of communicating more effectively and efficiently with their targeted audiences, marketing communicators are continually challenged. In this class we will journey through the principles of advertising and public relations with a focus on the importance of integrated marketing communications (IMC), whereby all marketing communications elements are aligned and “speak with one voice” in delivering consistent messages and influencing action. 

 

Marketing communications, or “marcom” for short, represents the collection of all elements in a company’s marketing mix that facilitate exchange by establishing shared meaning with its customers. The marcom elements include promotion, advertising, sales promotions, public relations, direct marketing, personal selling, and social media/digital marketing.  We will examine each of these.

 

We will cover principles and current examples of IMC communication methods that break through the clutter and reach audiences with interesting and persuasive messages that enhance brand equity and drive sales.   We will explore how marcom investments yield a good return on investment.