TC 381 - Marketing Communication

• Plan and execute a comprehensive marketing communication plan under specific organizational objectives
• Understand the importance and necessity for integrating the various communication media
• Write a press release and develop a targeted mailing list
• Develop a creative strategy and platform for a specific organizational situation
• Execute a creative strategy through developing and writing copy for advertising, brochures, direct mail and other marcom media
• Analyze and select media based on target markets and organizational objectives
• Identity and be familiar with marcom professional societies and publications
• Identity and be familiar with professional discussion groups on the Internet
• Effectively present information before an audience.

• Basic computer skills
• Basic writing skills
• Some marketing knowledge

• Marketing fundamentals and overview of marcom techniques (3 classes)
• Understanding the customer or audience (2 classes)
• The marketing database (1 class)
• Introduction to publi relations and publicity (3 classes)
• Introduction to creative strategy (4 classes)
• Understanding the marketing information plan (2 classes)
• Introduction to advertising copywriting techniques (5 classes)
• Advertising layout and production (1 class)
• Introduction to direct mail and telemarketing (3 classes)
• Introduction to print and broadcast media planning and budgeting (3 classes)
• Role of the advertising agency (1 class)
• Advertising lead management and follow up (1 class)
• The Internet as a marcom technique (1 class)