Department of Marketing Communication
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Introduces and focuses on the essential concepts and principles of microeconomics. Studies the allocation of resources under scarcity through decisions made by individual consumers, firms, and business. Students will examine, understand, and prioritize decisions and behaviors that affect many resources, whether financial, environmental, or human.Introduces the economically integrated global marketplace that addresses the global economic environment, social and cultural environments, legal and regulatory considerations, foreign exchange and financial decision-making, marketing research, strategic alternatives for global market entry and expansion, and cooperative global strategies and strategic partnerships. Emphasizes differences between domestic and global strategies when applied to product development, pricing, and distribution, and focuses on the unique role of promotion within a global marketing framework.Grounded in theories of behavioral economics, this course examines human and consumer behavior within cultures, how members of diverse cultures differ, and the criteria upon which cultural members can and cannot be compared. Cultural value systems are highlighted as they provide insight into the impact of cultural differences on individual and group processes such as decision-making, verbal and nonverbal communication styles, and organizational structure. Models of decision-making and information processing are also explored.Provides students with an in-depth understanding of the research process, including formulation of research questions and determination of research design including data collection methods, sampling, data analysis, and interpretation. Introduces students to the world of networked information as well as the application of information technology to decision-making in a global business context.Examines the financial environment surrounding marketing decisions in global enterprises. Financial and strategic tools essential in planning and evaluating marketing activities are examined in an overview of financial aspects of marketing decision-making such as forecasting, budgeting, optimizing, valuing, evaluating, and auditing results. Students apply these tools to marketing and communication decisions in strategic planning that addresses challenges of designing and implementing plans across a global enterprise.Introduces disciplines within marketing communication and the concept and practice of integrated marketing communication planning. Describes fundamental theory and practice within advertising, public relations, sales promotion, direct marketing, e-commerce, event planning, and sponsorships. Reviews global issues and institutions in the practice of these disciplines in multinational organizations.Focuses on the role of public relations in a global setting, application of market research to public relations, the benefits and limitations of analytical frameworks applied to strategy development, and models of roles and ethical responsibilities of corporations engaged in public relations. Attention is given to the evolution and practice of public relations in major global markets.Examines organizational and external environments surrounding global advertising decisions. The impact of business trends, regulatory environment, media management, agencies, and advertisers in global communication planning are discussed. Challenges such as standardizing communication strategy, choosing an agency, allocating decision responsibilities, localizing creative executions, assessing foreign buyers and media audiences, and media planning in multiple markets are examined.Examines the challenge of branding in a worldwide context and provides a systematic approach to all aspects of creating and managing brands. Students are given a comprehensive framework regarding branding alternatives, issues for segmentation and brand research, communicating brand and corporate identities, managing the mix, and organizational and legal issues. Students explore the opportunities offered through line and brand extensions using case studies.Students learn how organizations use the Internet and other interactive technologies to communicate with consumers and the public in global environments, and to examine the differences between traditional media vehicles and the Internet within the context of strategic communication. Students explore how communication has changed given media and delivery system convergence as well as market democratization. Ethical and legal parameters of technology-based communication are also covered.The abundance of choices available to consumers for products and services, coupled with messages about them, necessitates that companies differentiate themselves creatively in global markets. Creativity and innovation are becoming cornerstones of business--qualities managers seek in employees and skills graduates must have to excel. This course explores the nature of creativity, creative thinking, and problem solving in a global environment. Interactive exercises, case analyses, discussions, and projects foster and enhance creativity.This intensive course integrates material from other GMCA courses and provides students an opportunity to experience the planning environment for global marketing communication decisions. Students design and present a global marketing communication plan for an organization serving as the class client. The project requires students to demonstrate their mastery of marketing communication disciplines studied during the fall and spring semesters. Client issues are cast in a global context. Special attention is given to promoting effective strategies for working within a team environment to execute the assignment.Instructor: Thomas VogelAn intensive, immersive opportunity to observe marketing communication practices in European, Asian, or Latin American enterprises. Students learn and apply global marketing perspectives in a host country with faculty advisors at affiliated universities through lectures, discussions, and activities. On-site visits with enterprises in one global region are arranged. An additional fee is required for enrollment to cover travel, accommodations, and arrangement costs. When offered, may fulfill GM 690 requirement.Analyzes information related to business trends, strategies, opportunities, and operations and critically assess alternatives. Through lecture, discussion, case videos, and in-class assignments, students consider external and internal factors driving contemporary business decisions. Topics include: pricing, supply and demand, the management of people, processes, resources, and organization; the globalization of business; the use of information systems to support business efforts; and basic concepts of marketing, sales, business ethics, law, accounting, and finance.Instructor: Catherine FlanaganExplores the necessity of positioning, selling, and delivering products and services to customers in a creative, cost-effective, and customer-focused manner. Through case studies, articles from the field, and in-class simulations, students work with concepts related to personal selling, differentiation and branding, customer relationship management, and distribution systems. The course provides the essentials of internal and external business communications, and student deliverables are structured accordingly.Students become familiar with the language of accounting and learn to create, interpret, analyze, and evaluate financial statements (e.g., balance sheet, income statement, cash flow statement). Armed with this knowledge, students then use case studies and in-class exercises to analyze how managers use data presented on financial statements to make decisions about budgeting, cost allocation, and overall company performance.Instructor: Stanley MillerVarious topics offering opportunities to examine contemporary and historic business issues, trends and events across the spectrum of business and entrepreneurial studies.Serves as the Business minor's capstone course by introducing new levels of complexity to broad concepts learned in previous classes. Uses case studies, trade articles, and time-honored academic frameworks, as well as in-class lectures, group exercises, and discussions to challenge students to apply how legal frameworks, business and government regulations, organizational structures, diverse workforces, and customer and stakeholder expectations influence the way contemporary companies conduct business.Introduces and immerses students in the process of creating and launching a new venture. Students learn the history and process of entrepreneurship as they explore creative problem solving, innovative thinking, and ethics. Relevant marketing and public relations strategies are presented in addition to basic financial, business, and human resource issues. Experts in the business world provide additional mentoring and practical knowledge.Provides an advanced immersion in the process of creating and launching a new venture. Students learn about business planning, marketing research, sales and marketing, legal issues, negotiation practices, and business conduct and further develop public speaking and interpersonal communication skills relevant to starting and managing a business. Students prepare for the business competition at the annual E3 Exposition. Students have the opportunity to learn from experts in the business world.Introduces communication theory and the fundamental relationships that exist between communication systems and society. Emphasis is placed on the social, political, and economic context in which marketing communication emerged and evolved, and the role it plays in maintaining, expanding, and articulating our way of life. Majors are required to complete this in the first year.Explores the key types and core functions of contemporary organizations and the multiple roles marketing plays among them. Marketing's 5Ps and the "marketing mix" are examined in depth so as to understand the context in which marketing communication is practiced. Cases are introduced to acquaint students with the notion and essential elements of "strategy."Instructor: John NewtonExamines people in the context of their role as contemporary consumers. Surveys theories of consumer decisionmaking and behavior and the dominant approaches used to understand consumers today. Emphasis is placed on the role and application of understanding consumers in marketing communications campaign strategy, planning and management.Provides a comprehensive overview of modern media and how they are utilized for messaging in marketing communications. Media are treated at the channel (newspaper, radio, TV, magazine, web, Facebook, etc.) and practice area (non-paid PR, mass paid advertising, direct and digital) levels. Attention is also devoted to how the various media aggregate audiences and finance themselves, as well as recent changes in the ways they are purchased for use by marketing communicators.Instructor: James RoweanEstablishes the notion of the brand and brand platform as the central organizing principle of contemporary marketing communications. Examines how the brand platform operates at the corporate and product, agency and campaign, and customer journey levels. Introduces the different types and dimensions of strategies used by the various players in marketing communications to link targets, media and messages in service to the brand.Introduces the scientific method and the processes of primary quantitative and qualitative research in marketing communications. Marketing problems are identified, research objectives formulated, research design determined, questionnaires developed, sampling methods designed, data analyzed and interpreted. The various uses of research in targeting, positioning, product decision-making, messaging, and media utilization are demonstrated.Explores the tools and techniques of ethnography and their uses in defining and solving marketing research problems. Drawing from the traditions of participant observation in the fields of anthropology, sociology, psychology, and market research, the course applies ethnographic methods to the analysis of subcultures and behavioral minorities as well as transnational marketing communication. The focus throughout is on how to fathom the cultural differences that inform and impact consumer decision-making and marketing communication campaigns.Introduces the proliferating services and tools available to capture, measure and assess online behavior, information-gathering, decision-making, shopping patterns, and social groupings. Among these, emphasis will be placed on developing the skillful use of Google Analytics as it can be applied to optimize digital marketing communications efforts and initiatives.Explores ways to measure the performance of integrated campaigns within and across segments, channels, and platforms to inform decisions about where to spend "the next marketing dollar." The use of different software applications and database providers are introduced, and students become acquainted with marketing dashboards as these both facilitate decision-making and promote the marketing function in organizations.Explores the nature of creative and critical thinking, as well as the increasing importance of creative problem solving in the context of organizations, product development, and marketing communications. Students practice critical thinking skills with written and visual communication materials. Creative thinking skills, methods, and processes are then used to think differently about original and innovative solutions to various organizational, product, and communication challenges.Instructor: Michael TuckerExamines how the notion of the brand can be taken to scale. Explores the uses of different types of brand architectures by different types of organizations as they grow and expand internationally. Considers the values of the brand to the conglomerate organization as it manages its portfolios of companies, products, and customer segments. Heavy use is made of case analysis.Analyzes and addresses how to advance the critical customer-facing relationships within an organization between marketing and the sales force, distribution networks, and customer service. Discusses the different types of arrangements that prevail among these functions in b-b and b-c organizations, and in large and small organizations. Special attention is devoted to customer service policies and to the provision of teleservices.Examines the enduring elements of online presence required of companies and brands today: website(s), search profile, e-commerce capabilities, and e-crm. How are these driven by bricks-and-mortar identities established previously; what opportunities and requirements do they generate; how do they function to establish frameworks for digital marketing communications campaign activities?Focuses on the scope and tasks of the communications function in large organizations. These include the intersection with sales, establishing and maintaining the corporate identity, customer intelligence and advocacy, executive coaching, and constituency relations -- carrying, or supporting, all the outward-facing activities of the organization. Often, the chief communications officer also works to align the organization with broader social trends. The leading contemporary example of this is the Social Responsibility movement, which will be analyzed in detail.Addresses three critical points of intersection between finance and marketing communications: how to define and communicate marketing budgets to senior executives inside the organization, how to strategically deploy budgets against goals and targets on behalf of the organization, and how to plan, manage, and optimize media spend outside the organization. Issues such as aligning marketing needs with the larger mission of the organization, buy vs. build, and sourcing and managing external capabilities also are considered.Focuses on "the message" in marketing communications, as both the distinctive idea conveyed in a campaign and the many forms in which it is expressed. Advertising copywriting for broadcast and print is practiced, as is writing for blogs and long-form digital formats. Developing and growing stories, and provoking user-generated content to engage consumers across media platforms, is considered as well.Explores the importance and meaning of visuals in business and marketing communications, from the choice of typeface and layout to the use of images, color, symbols, style, and art direction. The application of these and related elements in logos, print, broadcast, and digital media campaigns are considered. Also discusses the mechanisms companies use to maintain consistent visual identities in their persuasive messaging, and the resources available when they consider changing their visual portrayals.Instructor: Craig GrantA survey and workshop that takes up the many forms of writing practiced in public relations. These include news releases and media kits, editorials and newsletters, brochures, white papers, stockholder and employee communications. The notions of voice and personality as well as consistency and style are emphasized.Instructor: Yeonsoo ImAddresses the uses, value, and mechanics of special offers and non-recurring events in commercial and nonprofit marketing communication. Trade promotions like price and volume discounting, feature and coop advertising, and in-store displays are covered, as are consumer tactics like coupons, memberships, giveaways, and value-added offers. So too are trade shows and placed-based gatherings. Considers both business-to-business and business-to-consumer applications.Exposes students to a broad range of media management concepts and practices including basic marketing and management communication documents, sources, interviews, spin, crisis communication, ethics, international media relations, interactive media strategies, and analyses of current media-related issues.Focuses on how channels are used in marketing communications to connect audiences with messages. The tools of media research and audience analysis are explained to inform construction of media plans, as are the skills of buying and negotiation that guide implementation of plans. The concept of "customer journeys" is introduced; it is coming to be used by the large media firms created by marketing services holding companies to guide the integrated media plans they provide.Social media have captured the imagination of the millennial generation, marketers, Hollywood, and now Wall Street since they emerged several years ago. This course focuses on the strategic uses of Facebook, Twitter, and the Next New Thing. It also considers how the connectivity and interactivity social media represent alter traditional concepts like "companies," "customers," "shopping, buying, and selling," what effect this has had on the strategic marcomm landscape, and why revolutions in communication often turn out to be evolutionary instead.Develops an operating understanding of the rudiments of database marketing and its evolution from direct mail to customer relationship management. The roles of lists, data operations management, testing, and modeling are examined, as well as the importance of "business rules," "customer permissions," "closed loop systems" and marketing technology. The economics of loyalty marketing are explored and related to ideas about "the brand."Shows how marketing, advertising, and public relations work together in an integrated communication campaign. Examines issues in managing campaigns, with an emphasis on how strategy guides other decisions in integrated plans. Attention given to creative concepts and strategy as part of communication planning. Practical experience is gained by developing objectives, strategies and tactics through the use of cases, exercises, and conceptual readings.Provides a unique and challenging opportunity to develop and execute integrated marketing communication strategies for an existing client, organization, and/or brand. The spring semester course is designed around the American Advertising Federation's annual competition.Acquaints students with why, how, and from where to gather, analyze, and apply data relevant to the marketing communications decision-making process. Examines a variety of secondary databases used by practitioners to understand industries, sales, market share, trends and consumer profiles. Particular attention is paid to segmentation applications, and to the use of tools and techniques to extract insights from an organization's own customer information to combine with secondary data to develop deeper, proprietary insights.Explores advanced concepts and emerging theories in consumer decision-making and behavior, such as network effects and behavioral economics, and includes investigation of the techniques available to support them. The concepts, theories, and techniques considered are assessed in the context of their potential contribution to both marketing science and their practical applications in the marketplace.Healthcare represents a challenging frontier for marketers: instead of manufacturers/sellers and buyers/payers, "solutions" are prescribed by doctors, provided by hospitals and pharmacies, paid for by insurance companies, to patients who often spend more to stay healthy than to get well. And the government has just changed the rules of the entire game! This course addresses how healthcare providers, payers, and consumers are, and are not, turning to marketing as they negotiate the changes in this vital sector.Contemporary entertainment industries present special circumstances and opportunities for marketers because they are organized around "properties" that provide differential returns-on-investment for various "media expressions" across orchestrated channels over extended periods of time. This course covers recent developments in major arenas like movies, cable, games, theater, and sports, taking up issues that cut across all of them, like intellectual property, licensing, personal branding, and the life cycle of blockbusters.Marketing increasingly relies on new technologies and concepts to generate excitement and competitive advantage for products and services. This course focuses on the strategic uses and development of concepts and prototypes for branded applications, experiences, and toolsets that can be delivered via new platforms, from smartphones to iPads, 3D to geo-locator devices. Students learn about human interface and navigation design, information architecture, and the roles of prototype development and project management.Concentrates on issues in bringing together advertising and public relations, direct and web marketing into an efficient, effective integrated campaign plan. Emphasizes the key roles of prospect analysis, creative messaging, channel orchestration, and customer and resource management in forming the strategy that drives the marketing communications plan.Offers opportunities to examine cutting edge issues in marketing communications. May be repeated for credit if topics differ.Provides a culminating, integrative experience for majors. Students are organized into teams and challenged to develop and execute a complete integrated marketing communications strategy and campaign plan for an existing client, organization, and/or brand. The work is presented both live and in writing, as it would be in a commercial context. The spring semester course is designed around the annual competition of the American Advertising Federation, in which a team of Emerson majors has traditionally played a significant role.This course is organized around the research process in which students learn how to formulate a research question, define a research problem, generate a research design, establish data collection methods, define a sampling frame, determine data analyses, interpret data appropriately, and prepare a research report. Topics in both qualitative and quantitative research methods are included. Students gain an understanding of the importance of research in the development of communication strategies.Introduces the marketing management process of making decisions about products, brands, price, distribution channels, and communications plans to deliver value to consumers. Marketing concepts include research methods, consumer behavior, business marketing, customer analysis, competitive strategy, market segmentation and targeting, and product development. Students use analyses to justify managerial recommendations. Integration is emphasized - developing marketing strategies that are consistent from conception through execution. Case studies from a variety of industries are used in class.Examines the communication, database management, and physical distribution aspects of direct marketing. Students learn how to mine databases, use them for segmentation analysis, and merge external and internal databases for gap analysis purposes. Students manipulate databases in traditional areas of direct marketing and investigate how e-commerce has changed direct marketing from a promotional function to one that triangulates communication, marketing, and delivery systems. Students develop a direct marketing plan and an evaluation mechanism to measure results.Students investigate comprehensive multidisciplinary, theoretical views of consumer behavior, and apply them to marketing communication contexts. Integrated marketing communication plans require sophisticated consumer behavior analyses that facilitate segmentation, targeting, and positioning efforts. Students learn about the determinants of consumer behavior through the application of theories from disciplines such as communication, marketing, cultural anthropology, economics, sociology, and psychology. Case studies, exercises, and research help students to understand the complexity of consumer behavior given intrapersonal, interpersonal, and situational influences.Integrated marketing communication (IMC) is a cross-functional process for creating profitable relationships with customers and publics by strategically controlling all messages sent to groups and encouraging dialogue. Students learn to integrate marketing communication elements (e.g., advertising, public relations, publicity, sales promotion, event marketing, direct marketing, e-communication, and selling) to advance an organization's success and brand equity. Case studies and exercises help students learn how to develop effective IMC plans.Students explore the role of public relations in IMC, and learn how to construct a public relations plan by analyzing and interpreting public opinion, develop communication programs to achieve public understanding (e.g., financial, media, or government relations), detail a budget, and describe evaluation techniques for measuring impact. Students develop all aspects of the plan, including constructing press releases and developing public service announcements using case studies or field applications.Exposes students to a comprehensive survey of writing techniques for integrated marketing communications. Students learn how to develop and refine their writing of communication such as news releases, brochures, speeches, organizational publications (e.g., annual reports), copywriting, and public service announcements. Intensive writing exercises are employed to help students achieve their goals.Students learn how organizations use the Internet to communicate with consumers and the public, and to examine the differences between traditional media vehicles and the Internet within the context of strategic communication. Explores how communication has changed given media and delivery system convergence as well as market democratization. Ethical and legal parameters of technology-based communication are covered.Explores the roles of advertising, sales promotion, and publicity in IMC. Students learn to develop, manage, and evaluate advertising campaigns. In addition, they investigate how to use sales promotion to bring about behavioral change in the contexts of consumer and trade promotion. Further, they learn how to generate and manage publicity. Students evaluate the legal and ethical issues surrounding these marketing communication efforts.Instructor: William AndersonConsumers have an abundance of product and service options, so companies must use creativity to develop differentiated and relevant communications plans. Creativity and innovation are cornerstones of business and qualities that managers expect from their employees. This course explores the nature of creativity, creative thinking, and problem solving. Interactive exercises, case analyses, discussions, and projects foster and enhance creativity.Stresses the importance of the role of the brand in IMC strategies. Students learn why brands are important, what they represent to consumers, and what should be done by organizations to manage them properly. Students learn how brand equity can be created, how to measure brand equity, and how to use brand equity to expand global business opportunities. Brand simulations, readings, and discussions facilitate learning.Offers an introduction to strategic decision making in advertising media planning. Provides an understanding of the challenges involved in making media decisions and executing media plans. Students are introduced to media planning tools and study the impact of changing media trends.An important function of the IMC manager is to optimize investments across different aspects of the marketing and communication mix. This course reviews fundamental tools of analysis used by managers, such as budgeting, forecasting demand, market and segmentation analysis, return-on-investment valuations, media expenditure planning, and evaluation of marketing communication efforts. Exercises, cases, and readings are used to provide students with exposure to the concepts and practice in applying them.Instructor: Stanley MillerPresents the website as an important venue for communicating with various publics and organizations, and as an integrated part of a strategic communication plan. Topics such as principles of web design, evaluation of website effectiveness, tracking user perceptions, and consolidating web page information into overall database management are covered. Topics are organized around website development, maintenance, and assessment.
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