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Course Criteria
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1.50 Credits
In this course, students learn to integrate and manage the people, departments, skills and activities involved in the marketing communication process. Interpersonal communication, decision making and perception, and attitude formation are studied. The course guides students through the skills needed to manage an enterprise where working members of a team have different sets of expertise. Case histories and role playing are employed to illustrate problems and their solutions. 1. 500 Credit Hours 1. 500 Lecture hours Levels: Graduate Doctoral, Graduate Business, Graduate, Undergraduate Schedule Types: Lecture Stuart School of Business College Business Administration Department
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3.00 Credits
In this course, students learn how to develop and write and to evaluate marketing communication plans that effectively integrate a mix of communication channels. Based on a competitive analysis, the major elements of a communication plan are put in place: media, message, target audiences, testable objectives and budgets. Students learn to measure consumer and business target audiences by their demographic and psychographic characteristics and to analyze the style and appeal of messages within campaigns. Students learn how to develop a balanced marketing communications plan that includes print and TV ads, as well as sales literature and direct marketing, promotional and public relations materials. 3. 000 Credit Hours 3. 000 Lecture hours Levels: Graduate Doctoral, Graduate Business, Graduate, Undergraduate Schedule Types: Lecture Stuart School of Business College Business Administration Department
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1.50 Credits
An introduction to the purposes and methods of research. The course concentrates on how research provides critical information for marketing and communication decisions. Topics include identification of the research problem, research design, data-gathering techniques, sampling procedures, data analysis and report preparation. The course exposes the student to basic statistical methods. Students learn how to critically read and evaluate a market or consumer research study. 1. 500 Credit Hours 1. 500 Lecture hours Levels: Graduate Doctoral, Graduate Business, Graduate, Master of Laws, Law Schedule Types: Lecture Stuart School of Business College Business Administration Department
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1.50 Credits
A state-of-the-art hands-on course focusing on techniques to forecast industry trends, validate consumer behavior as well as quantify market segment attributes. Core Content: Quantitative methodology for providing key decision-makers with proper business decision guidance. 1. 500 Credit Hours 1. 500 Lecture hours Levels: Graduate Doctoral, Graduate Business, Graduate, Master of Laws, Law Schedule Types: Lecture Stuart School of Business College Business Administration Department
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3.00 Credits
Understanding the demographics and psychographics of target audiences is essential to an effective marketing communication strategy. In this course, social, cultural and psychological factors are explored with particular attention to motivation, how attitudes are shaped and altered, how information is processed, and learning in the formation of purchasing decision. Theories and models of consumer behavior are examined to learn how to apply behavioral research findings. 3. 000 Credit Hours 3. 000 Lecture hours Levels: Graduate Doctoral, Graduate Business, Graduate, Undergraduate Schedule Types: Lecture Stuart School of Business College Business Administration Department
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3.00 Credits
This course focuses on the major aspects of developing and evaluating media plans and some key factors in efficient media buying. Beginning with the development of media strategies that flow from overall marketing communication goals, the course analyzes various media from the perspectives of cost, targeting, audience characteristics and nature of product/service. The course also includes examinations of information sources, such as Arbitron, Nielsen and Simmons, and software, such as Manas, IMS, Telmar, Adware and Tapscan. 3. 000 Credit Hours 3. 000 Lecture hours Levels: Graduate Doctoral, Graduate Business, Graduate, Undergraduate Schedule Types: Lecture Stuart School of Business College Business Administration Department
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3.00 Credits
This course deals with the development and execution of the products of marketing communication: the print, TV, radio, direct mail and others, advertisements delivered to consumer and business audiences. Based on the development of creative goals and strategies, the major elements of advertising are studied: the central idea to be communicated (unique selling proposition, positioning, brand personality or campaign theme), the appeal of the creative concept (informational, news, emotional) and the style or approach of the creative message (slice of life, testimonial, corporate image, celebrity presenter). The creative process is followed from copy platform to the major components of advertisements (headline, body copy, logo, design) to production (printing, photography, video). The role of research is reviewed in the development and assessment of the creative statement. 3. 000 Credit Hours 3. 000 Lecture hours Levels: Graduate Doctoral, Graduate Business, Graduate, Undergraduate Schedule Types: Lecture Stuart School of Business College Business Administration Department
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1.50 Credits
This course describes how database marketing matches consumers with products and products with consumers and makes ongoing relationships with customers possible, and how a company's database can be utilized to develop tactics and strategic planning. Students also learn to access and utilize database information in areas such as competitive product data and in consumer preferences, needs, media habits, demographics and psychographics. 1. 500 Credit Hours 1. 500 Lecture hours Levels: Graduate Doctoral, Graduate Business, Graduate, Undergraduate Schedule Types: Lecture Stuart School of Business College Business Administration Department
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1.50 Credits
The ability to present ideas in a clear and convincing manner is a key element in the successful management of a marketing communication enterprise. Persuasion is often the critical factor in the success or failure of a project. Students learn to write and present marketing and media plans, new business proposals, creative proposals, copy platforms and research findings. In-class delivery of written assignments and presentations. 1. 500 Credit Hours 1. 500 Lecture hours Levels: Graduate Doctoral, Graduate Business, Graduate, Undergraduate Schedule Types: Lecture Stuart School of Business College Business Administration Department
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1.50 Credits
A comprehensive study of the element of direct marketing and its fit into the strategy to reach target audiences effectively. Topics include comparison of consumer and business-to-business direct marketing techniques, use of databases, circulation planning, creative executions, lists and media, direct mail, catalog marketing, telemarketing, Internet marketing and response analysis. 1. 500 Credit Hours 1. 500 Lecture hours Levels: Graduate Doctoral, Graduate Business, Graduate, Undergraduate Schedule Types: Lecture Stuart School of Business College Business Administration Department
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