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.
- Teacher: Luis Rodriguez
This course is geared towards teaching you how to apply systems thinking skills to social responsibility and environmental issues and develop a plan for the implementation of the triple bottom line in an organization. You can experience an entire cycle in action research in a complex organization.
You are also taught how to frame policy agendas for creating inter organizational collaboration among businesses, government and advocacy organizations.- Teacher: Dr. Jose Velazquez
A transaction is an exchange in which each participant receives or sacrifices value (e.g. purchase of raw material). An event (whether internal or external) is a happening of consequence to an entity (e.g. use of raw material for production). An entity means an economic unit that performs economic activities.
- Teacher: Susan Ferrell