MK 661 - Strategic Planning and Market Communication

Credits: 4 credits
(Semester varies)

Introduces the concept of strategic planning for organizations and highlights the role of marketing and communication as primary disciplines to create and implement integrated strategic plans. The course begins with the overall strategic business plan and continues through the hierarchy of individual department and functional strategic plans. The course highlights how the marketing and communication plans are designed to support and achieve overall organizational goals and the specific goals of the marketing and communication functions. In-depth understanding and development of the strategic roles of all communication tools, including advertising, public relations, sales promotion, direct marketing, e-commerce, event planning, sponsorships are the focal point for this course. Additional consideration is paid to the strategic planning issues and institutions in the practice of these disciplines in multinational organizations.