MKTG 6730 - Strategic Marketing Communication

This course is designed to increase students understanding of the key issues, theories, strategies and tactics associated with advertising and marketing communication decisions. Specifically, the course adopts an integrated marketing communication perspective and aims to provide analytical skills useful for the planning, implementation, and evaluation of various elements of the communications mix, including advertising (conventional and internet advertising), sales promotions, and public relations. Strong emphasis is placed on understanding the strategic, neurological, and psychological principles in consumer behavior which facilitate the development and implementation of marketing communication programs. This course is intended for students whose career plans involve making marketing decisions to solve contemporary business problems. Discussion of cases and news articles pertaining to the latest trends and critical developments in advertising is an important component of this course.