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.
This course offers a deep study of international businesses and the interactions of multinational firms in the global arena. It also provides an introduction to how global firms operate with international environments from a cultural perspective. Topics include:
- Cultural Anthropology and Business.
- Cultural differences in business.
- Communicating across cultures.
- Partnering across cultures.
- Cultural transformation.
- Global leadership.
- Expatriates.
This course focuses on getting across a practical basic understanding of international business, contracts, the internet and the pertinent legal issues that are raised in the real world.