PRAD 538 - Integrated Marketing Communications

Institution:

Point Park University

Subject:

Description:

The students will study marketing theory, case studies, specific applications to communications programs, and they will develop a complete marketing plan for a client. Course Objectives (1) Assess and prepare the various tools of marketing communications, such as advertising, public relations, direct marketing, etc. (2) Evaluate market opportunities and the competition. (3) Formulate a target market selection by interpreting geographic, demographic, psychographic, and behaviorist data. (4) Design a strategy to differentiate the product/service from the competition and position it in the consumer's mind. (5) Define the consumer decision process. (6) Write marketing communications objectives for the client. (7) Compare the types of media available to accomplish marketing communications objectives. (8) Rate the effectiveness of the promotional program. (9) Evaluate the nature of a totally integrated advertising and marketing communications approach. (10) Formulate tactics and plans to build an effective corporate image. (11) Prepare advertisements and other marketing communications to meet the emotional and logical needs of consumers. (12) Assess the role market segmentation plays in marketing communications programs.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.pointpark.edu

Phone Number:

(412) 391-4100

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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