BUS 3310 - Integrated Marketing Communication

Institution:

Aurora University

Subject:

Description:

3 semester hours The purpose of this course is to provide a thorough understanding of promotional objectives, integrated marketing communications (knowing how different media work synergistically), and the development of promotional campaigns (using specific promotional activities) that convert qualified leads into prospects, prospects into new customers, and new customers into long-term relationship partners. Students learn the logic of how prospects become interested in what organizations offer. Students develop a promotional campaign designed to elicit a direct inquiry or response from a qualified lead (a member of a narrow target market) to a prospect. Additionally, students determine how to form communication with customers that create a relationship with existing customers in order to develop on-going repeat purchases. As a result of completing this course, the student will be able to conduct a promotional plan and direct marketing/advertising campaign. Students develop a multi-step promotional plan and create the promotional pieces for a campaign designed to generate an initial inquiry and initial trial purchase. (Spring) Prerequisite: BUS2300.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.aurora.edu

Phone Number:

(630) 892-6431

Regional Accreditation:

North Central Association of Colleges and Schools

Calendar System:

Semester

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