COMM 3402

This course is designed to provide students with an understanding of how the major types of marketing communication messages are created and delivered. This means students should come away knowing the strengths and weakness of the major marketing communication functions (e.g. advertising, public relations, direct response, sales promotion, social media marketing, web marketing, packaging, etc.) and the major media used by them. By the end of the course, the student will have the ability to: (1) establish a knowledge base of researching and evaluating a company’s marketing and promotional situations; (2) gain hands-on experiences in the creation of an integrated marketing communication campaign that impact customer relationships and brands; and (3) develop effective communication strategies and programs for real company situations. For those students who are not marketing majors, this course will also provide a basic understanding of persuasive skills which can be used no matter what vocation they choose in the future.