MGMT 335 - Marketing Communications and Planning

Credits: 5
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, social media management, budget determination, and measuring effectiveness of promotional program.

Enrollment Requirement: Admission into the BAS in Applied Management program; and BUS& 101; and ENGL& 101; and MGMT 395; 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, and 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 that accomplishes predetermined objectives for targeting, reach, frequency, and creative strategy.
Critique the media selection for a promotional program based on the objectives for the promotional program.

Program Outcomes

Formulate effective business strategies by conducting thorough analysis of a given market and business environment.
Analyze quantitative and qualitative data to effectively and efficiently resolve business problems.
Analyze financial data to explain organizational performance and identify business opportunities in a given market.
Apply organizational behavior principles and human resources management practices to formulate a plan to effectively hire, retain, and develop a workforce.
Plan and implement marketing and sales strategies to maximize long-term profitability of a firm.
Construct operations and project plans that efficiently and effectively leverage organizational resources.
Formulate strategies to increase ethical behavior and socially responsible decision making within an organization.

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.
Responsibility - Responsibility encompasses those behaviors and dispositions necessary for students to be effective members of a community. This outcome is designed to help students recognize the value of a commitment to those responsibilities which will enable them to work successfully individually and with others.