In this course, students learn how to identify and evaluate the full gamut of competitive strategic alternatives in both business-to-business and business-to-consumer marketing using a wide variety of analytic tools to develop and analyze consumer insights. Based on this analysis, the major elements of a communication plan are put in place: media, message, target audiences, testable objectives, and budgets. Students learn to measure consumer and business target audiences by their demographic, psychographic, and attitudinal characteristics and to analyze the style and appeal of messages within campaigns. Students also learn how to develop a balanced marketing communication plan utilizing the multitude of vehicles available to reach a target audience using the latest technological tools and media.
[(MAX 504 with min. grade of C)]