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.
Negotiation is an art and a science. A transactional course dealing with important legal aspects of doing business across national boundaries. We negotiate every day in both our personal and professional lives. There is no “right way” to negotiate. Different approaches and styles may be more effective in particular situations. Without even knowing it, we negotiate everyday with spouses, roommates, landlords, co-workers, supervisors, service providers, etc. Determining what price we will pay, where we will go on vacation, what movie to watch, our salary and our compensation are all negotiations.
Despite the fact that negotiations are pervasive, research shows that individuals and groups often leave value at the table and fail to reach agreements that could be better for all parties. As such, the course is aimed at developing analytical and communication skills that are necessary for successful international business negotiations.
The objectives of this course are to introduce students to the negotiation and drafting of agreements that implement selected private international business transactions.