| | Searching Current Courses For Fall 2016 |
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Course: |
MGD 227
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Title: | Marcomm Practices |
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Long Title: | Marcomm Practices |
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Course Description: | Explores techniques and approaches in the practice of marketing communications (marcomm), including: advertising; branding; direct marketing; packaging; promotion; publicity; sponsorship; public relations; sales; online marketing; social media marketing, and more. Focuses on understanding the relationships between the different components of marketing communications to achieve maximum message effect. |
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Min Credit: | 3 |
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Max Credit: | |
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Course Notes: | NCE 9.22.15 JLG |
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Origin Notes: | CMC |
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STANDARD COMPETENCIES
1. Identify the components of marketing communications (marcomm).
2. Compare and contrast the components of marcomm.
3. Identify marcomm best practices and related ethics issues.
4. Describe marcomm effectiveness assessments.
5. Develop marcomm plan for specific products, services, organizations, or cause.
TOPICAL OUTLINE
I. Marcomm strategy.
a. Identifying the message(s)
b. Identifying the audience
c. Building the plan
d. Implementing the plan
e. Measuring effectiveness
f. Marcomm as a continuum
II. Comparing and contrasting marcomm components.
a. Advertising
b. Public Relations
c. Publicity
d. Branding
e. Direct Marketing
f. Packaging
g. Promotion
h. Sponsorship
i. Sales
j. Online Marketing
k. Social Media Marketing
l. Other
III. Marcomm theories and models.
a. AIDAS (Attention, Interest, Desire, Action, Satisfaction)
b. DAGMAR (Defining Advertising Goals for Measured Advertising Results)
c. Heightened Appreciation Model
d. Marketing Exposure Model
e. Model of Joyee
f. Lavidge & Steiner Model
g. Marketing Playbook Model
IV. Practical application of marcomm.
V. Develop marcomm plan for brand
VI. Develop marcomm plan for product
VII. Develop marcomm plan for service
VIII. Develop marcomm plan for cause
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