Global Integrated Marketing Communications
MKTG 4705 - 4 credits
| Dates: | Dec. 3 - 14, 2012 |
| Days: | Monday - Friday |
| Time: | 1-5 p.m. |
| Instructor: | Gary Burandt |
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:
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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: MKTG 2330 or MKTG 4810
Contact: Gary Burandt at gburandt@comcast.net