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SPECIAL PROGRAMS

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Global Integrated Marketing Communications

MKTG 4800 - 4 credits

Dates: March 18 - 22, 2013*
Days: Monday - Friday
Time: 1-5 p.m.
Instructor: Gary Burandt

*This is a hybrid course that requires work to be completed online during the Spring Interterm session.

Description: This course will be a high intensity (2 weeks) immersion into the management of integrated marketing communications on a regional and global scale.  It assumes a basic understanding of marketing and IMC principles and skills.  Issues dealing with social responsibility, sustainability, and marketing to the base of the pyramid are addressed in this course primarily through the use of case studies.  Classroom discussion and current business news will provide opportunities to further explore these important issues.  Students will come away with and understanding of:

  • International strategy selection, targeting, and positioning
    Market comparisons, evaluations, and opportunities
    Tactical marketing using the tools of the 4Ps
    Media selection from a growing "tool box" of options to reach various targets
    How current events can shape/disrupt marketing communications plans
    Team and individual presentation skills/techniques

  • Learning objectives—The student will be able to:
    Develop a multi-country IMC campaign
    Conduct SWOT multi-market analyses
    Apply headlines to market opportunities
    Critically evaluate organizations' responses to challenges and opportunities in the marketplace
    Actively contribute to a team project and effectively present it

Prerequisites:  None.

Contact: Gary Burandt at gburandt@comcast.net

REGISTER ONLINE VIA WEBCENTRAL.