MKT 260 - Integrated Marketing Communication

Institution:

Kapiolani Community College

Subject:

Description:

3 hours lecture per week Prerequisite(s): A grade of "C" or higher in EBUS 101; a grade of "C" or higher in MKT 120; a grade of "C" or higher in MKT 160; a grade of "C" or higher in ENG 160, ENG 209, or ENComment: MKT 260 was formerly EBUS 150. MKT 260 is a practice-based application course that teaches students how to analyze, select, and apply marketing communications tools appropriately and effectively to an integrated marketing campaign. Students work in teams on an integrated marketing communications campaign that includes: market segmentation, marketing tool selection, measurement tools, and the development and delivery of targeted marketing communications. Upon successful completion of MKT 260, the student should be able to: Demonstrate presentation capabilities using appropriate business presentation media. Explain the role of each integrated marketing communication tool in an integrated plan: advertising, sales promotion, direct marketing, personal selling, public relations. Build customer segments using a variety of selection variables. Assess the appropriateness of various print, broadcast, and online media for marketing communication efforts. Work as a team to develop, manage and deliver a targeted, integrated marketing communication campaign including analyzing, selecting and applying marketing tools appropriately. Explain and apply the legal and ethical issues affecting marketing communication campaigns. Demonstrate effective communication skills used in the delivery of marketing campaigns. 4

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

kapiolani.hawaii.edu/page/home

Phone Number:

(808) 734-9000

Regional Accreditation:

Western Association of Schools and Colleges

Calendar System:

Semester

The Course Profile information is provided and updated by third parties including the respective institutions. While the institutions are able to update their information at any time, the information is not independently validated, and no party associated with this website can accept responsibility for its accuracy.