Apr 28, 2024  
2014-2015 Undergraduate Academic Catalog 
    
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2014-2015 Undergraduate Academic Catalog [ARCHIVED CATALOG]

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TC 381 - Marketing Communication

3 lecture hours 0 lab hours 3 credits
Course Description
This course focuses on integrated marketing communications, which includes synchronized communication management, multichannel communication flow, message consistency, measurement, and tailored relationship-building messages. It tightly integrates the marcom function with marketing and sales objectives, concentrating on controlling the communication pathways with the customer. Primary emphasis is on writing a full range of marcom techniques.
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
• 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.
Prerequisites by Topic
• Basic computer skills
• Basic writing skills
• Some marketing knowledge
Course Topics
• 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)
Coordinator
R. David Kent


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