BUS 335 - Integrated Marketing Communications

Credits: 5
Students learn to develop, measure, and evaluate an integrated marketing communications plan. Topics include situational and competitive analysis, target market segmentation, creative strategy, media planning and selection, budget determination, and measuring effectiveness of promotional program.

Enrollment Requirement: Admission into the BAS in Marketing and Entrepreneurship program; and BUS 121; and (BUS& 101 or BUS 181); and (MATH& 141 or MATH 147); or instructor consent.

Course Outcomes:
Students who successfully complete this class will be able to:

Summarize the concept of integrated marketing communications and how it relates to various components of the marketing mix.
Outline a marketing strategy that integrates situational analysis, competitive analysis, a d target market analysis.
Develop a creative strategy that encompasses definition of target audience, key selling ideas, desired brand image, and tactics for creative execution.
Construct a media plan t hat accomplishes predetermined obj ectives for targeting, read\, frequency, and creative strategy.
Critique the media selection for a promotional program based on the objectives for the promotional program.

Program Outcomes

Analyze and use business data to develop appropriate business and marketing strategies.
Apply entrepreneurship principles to better leverage organizational resources.
Apply economic and behavioral concepts to strategy formulation.
Conduct a survey of the business environment, identify opportunities, and formulate a plan for capitalizing on them.
Assess the potential market for a product, and then formulate a plan for developing and marketing the product.
Formulate and communicate an original business plan to an audience of stakeholders.

College-wide Outcomes

Critical Thinking - Critical thinking finds expression in all disciplines and everyday life. It is characterized by an ability to reflect upon thinking patterns, including the role of emotions on thoughts, and to rigorously assess the quality of thought through its work products. Critical thinkers routinely evaluate thinking processes and alter them, as necessary, to facilitate an improvement in their thinking and potentially foster certain dispositions or intellectual traits over time.
Written Communication - Written Communication encompasses all the abilities necessary for effective expression of thoughts, feelings, and ideas in written form.