This course provides students with the basic concepts and methods related to marketing communications, including communication theories and the communication mix. Emphasis is placed on the marketing mix variables of product, place, price, and promotion, as well as marketing communications tools.
The Changing Role of Marketing in the 21st Century
Evaluate the social and ethical aspects of advertising and promotion.
Identify the advantages and disadvantages of Internet-based marketing communications.
Describe how to evaluate the effectiveness of online communication practices and strategies.
Explain the role of the Internet and of integrated media in an integrated marketing communications program.
Personal Selling and Direct Marketing
Describe the types of direct marketing.
Identify the role of personal selling in the promotion mix.
Explain the sales process.
Public Relations and Branding
Identify the role of marketing communications in the introduction of new brands.
Compare the strategic functions of brands in building and sustaining brand equity.
Describe the role public relations plays in marketing communications.
The Media Mix, Media Selection, and Consumer Sales Promotion
Describe the role of consumer sales promotion programs and objectives in marketing communications.
Summarize how sales promotion is coordinated with advertising.
Describe the advantages and disadvantages of print, broadcast, and support media.
Compare and contrast types and functions of advertising media.
Marketing Communications: Process, Theory, and Promotional Mix
Identify the essential elements of the promotional mix.
Explain how effective marketing integration improves communication.
Contrast marketing communications with integrated marketing communications.
Describe the marketing communications process.
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While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Advisor.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.