MK 601 - Principles of Strategic Marketing Communication Planning, Introduction Seminar

Credits: 4
Introduces students to the flow of ideas, materials, and communication through inception in the corporate/marketing center to final execution and implementation for audience consumption. The primary focus of the course is on issues brought to light during the planning of the marketing activities that may impact members of an organization’s target market. This course invokes the idea that while the work of marketing is pervasive throughout an organization and the market, its primary contribution to the organization, and the market, is through the creation of intangible assets-specifically, storytelling that builds trust and loyalty. The course considers the issue of corporate, collaborator, and customer needs and explores the communication opportunities to engage and support markets.