bscom384 | undergraduate

Marketing Communications

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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.

This undergraduate-level course is 5 weeks To enroll, speak with an Enrollment Representative.

Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 5 weeks

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    Planning an Integrated Marketing Communications Campaign

    • Describe the advantages and disadvantages of print, broadcast, and support media.
    • Explain how the elements of integrated marketing communication work together to improve communication.
    • Explain the role of the Internet and integrated media in an integrated marketing communications program.
    • Describe the role public relations plays in marketing communications.

    Planning and Executing Pricing and Distribution Strategies

    • Describe the types of direct marketing.
    • Describe the types of personal selling.
    • Analyze how technologies affect sales and distribution strategies.
    • Explain different pricing strategies used by marketers.

    Ethical and Legal Implications in New Product Development and Marketing Communications

    • Describe the new product development phases and processes.
    • Describe how to evaluate the effectiveness of online communication practices and strategies.
    • Identify the advantages and disadvantages of Internet-based marketing communications.
    • Evaluate the social, ethical, and legal aspects of advertising and promotion.

    Marketing, The Big Picture: Creating and Delivering Value

    • Review the marketing basics and the evolution of marketing.
    • Explain the concept of value.
    • Analyze the power of branding and product strategy.
    • Describe the importance of strategic product planning.

    Using Consumer Behavior and Data to Market Effectively

    • Summarize the need for market research and analytics.
    • Describe the marketing communications process.
    • Explain segmentation, targeting, marketing, and positioning.
    • Compare and contrast how sales promotion is coordinated with advertising.
    • Analyze the differences between consumer and business markets.
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    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.