Topics in Communication Studies (395-0-2)

Topic

Marketing Communications Planning

Instructors

Erik C Nisbet

Meeting Info

TBA: TBA

Overview of class

Strategic communication and marketing are critical components of organizational leadership and success. Without the engagement of external stakeholders and audiences - whether in a business, nonprofit, political, advocacy, or community contexts - an organization cannot achieve its core goals. Marketing is a broad business practice that encompasses four sets of considerations typically described as product, price, place, and promotion. This course will focus specifically on this last component of marketing and introduces students to contemporary principles, practices, and planning steps associated with creating an organizational plan for consumer-centered promotion and persuasion. The course will cover the key steps in creating a marketing communications plan - organizational branding, situational analysis, audience segmentation, understand consumer psychology and behavior, strategic message design, and leveraging paid, owned, and earned media to meet promotional goals and objectives. By the end of the course, students will have a broad understanding of communication with external stakeholders and experience in developing the major components of a marketing communications plan.

Class Attributes

Asynchronous:Remote class-no scheduled mtg time