Course Page

Advertising and Marketing Communications

Course Number:

70483


Faculty

Melissa Murphy, mmurphy1@andrew.cmu.edu


Program

Undergraduate Business


Concentrations

Marketing


Course Description

This course is designed to help students develop an integrated marketing communications plan to build enduring brand values. Students will work in groups on developing a MarCom plan for a real company. Several marketing managers of the company will come to class, present background information about the company, and the brand/product that students will be working on. The course contains three parts: 1 -- frameworks for brand management used to selecting target audiences and set communications objectives; 2 --  the evaluation of alternative creative messages (e.g., you-tube videos), testing ad effectiveness, and assessing the effectiveness of the mix as a whole (traditional and non-traditional media);, and 3 --  non-traditional marketing tools such as social media, viral marketing, and event and guerilla marketing.   Prerequisite: 70-381

Format

Lecture: 100min/wk and Recitation: 50min/wk


Pre-requisites

None