ADV 388K Integrated Communication Management

This course is designed to teach the basic management skills required for business professionals. The course covers issues such as budgeting for communications, designing strategic campaigns, developing brand equity through communications, understanding and implementing promotional tools, direct to consumer communication, product placement and non-traditional communication strategies, e-marketing, and the importance of marketing tools for an integrated communication strategy. Students are held responsible for the knowledge of marketing analysis tools such as: break even analysis, media strategy and research, market and audience analysis as well as a basic understanding of budgeting, balance sheet, profit and loss statements, pricing, markup and pricing as well as the lifetime value of loyal customers and the importance and influence of channel members on advertising and strategic marketing communication. It is assumed that students have had some experience in case analysis and a basic knowledge of marketing and communication.