Examines the principles and practices of impacting markets through Strategic Communications. Special emphasis is given to team problem-solving. (Formerly COMS 307)
The purpose of this class is to introduce the student to creative integration of digital marketing and promotions, interactive advertising, public relations, image-making, and other marketing communication tools. In doing so, students will understand the relationship between promotion, promotional mix, and integrated marketing communications (IMC). Students will learn about the career opportunities related to strategic communications.
Measurable Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Possess a practical working knowledge of the basic IMC ‘toolbox’
- Understand the analyses and processes of establishing an IMC plan
- Develop a personal working style and approach that is results- and market-oriented
- Understand the advantages of a Christian world view in the transactional marketplace.
After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.
Discussions are collaborative learning experiences. Therefore, the student will participate in 3 Discussions throughout the course. These assignments will allow students to give and receive peer reviews of advertising ideas and creative designs.
Each week the student will use the information learned in the text to complete 5 mini-projects, including designing, creating, budgeting, and scheduling traditional, digital, and direct response advertisements based on the business he/she chooses to market.
The student will use the Mini-Projects and Discussions to create an Integrated Marketing Campaign (IMC) for his/her Final Project for the business he/she chooses to market.
Short quizzes (2–5 questions) from videos. The format for the quizzes may include multiple-choice and true/false.
Each quiz will cover the Textbook material for the assigned Modules: Weeks. Each quiz will be approximately 20 questions, open-book/open-notes, and contain true/false and multiple-choice.. No time limit.