Marketing Communication Minor

8.00 Credits
An introduction to and intensive immersion in the process of creating and launching a new venture. Students will learn the history and process of entrepreneurship as they explore creative problem solving, innovative thinking, and ethics. Relevant marketing and public relation strategies are presented in addition to basic financial, business, and human resource issues. The classroom experience provides opportunities for students to work with experts in the business world. Entrepreneurship courses may not be applied toward the Marketing Communication major. Prerequisites: Junior or senior standing and permission of instructor.

8.00 Credits
An advanced immersion in the process of creating and launching a new venture. Students will 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. The classroom experience provides opportunities for students to work with experts in the business world. Entrepreneurship courses may not be applied toward the Marketing Communication major. Prerequisites: MH472 and permission of instructor.

4.00 Credits
This course is an introduction to marketing and processes for developing strategy directed at customers, consumers, and publics. The course focuses upon the delineation of marketing strategy and identification of target markets, actions necessary to the development of marketing strategies. Students will examine all elements of the marketing mix including product development and management, pricing, distribution and communication. Marketing communication elements including advertising, public relations, direct/database marketing, sales promotion, event management, and interactive marketing are explored and their implementation discussed. The course utilizes case studies and/or projects to emphasize the importance of a customer-centered orientation and the planning process, particularly as they affect marketing communication.

4.00 Credits
This course introduces basic concepts in the fields that comprise IMC: public relations, advertising, event management, direct marketing, sales promotions, and e-communication. Emphasis is placed on the unique contribution each gives to a communications program for organizations, as well as how they work together in an integrated plan. The course uses readings, cases, and exercises to highlight marketing communication concepts and their practice.

4.00 Credits
This course is a comprehensive survey of writing techniques for marketing communication. Writing assignments include news releases, brochures, speeches, visual presentations, company and governmental publications, press kits, memos, newsletters, public service radio and television spots, and Internet communications.

4.00 Credits
This course is an introduction to the field of public relationsits history, current practices and challenges, and future trends. The course covers the fundamentals of public relations including the relationship practitioners have with both internal and external publics who are affected by, and affect, an organization's actions. The course examines how public relations and publicity fit into the larger context of marketing communication from a strategic perspective. Students will learn about media relations, publicity, community relations, public and governmental affairs, financial relations, development and fundraising, and special events.

4.00 Credits
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. In this course, students will learn about advertising strategy including how to set advertising objectives, establish an advertising budget, determine the message to be disseminated, identify the media through which the message will be disseminated, and evaluate an advertising program. Students will be exposed to both the creative aspects of advertising as well as the managerial considerations inherent in the implementation of advertising strategy. Mini-projects and applications are used in this course.

4.00 Credits
This course is an introduction to the field of public relationsits history, current practices and challenges, and future trends. The course covers the fundamentals of public relations including the relationship practitioners have with both internal and external publics who are affected by, and affect, an organization's actions. The course examines how public relations and publicity fit into the larger context of marketing communication from a strategic perspective. Students will learn about media relations, publicity, community relations, public and governmental affairs, financial relations, development and fundraising, and special events.

4.00 Credits
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. In this course, students will learn about advertising strategy including how to set advertising objectives, establish an advertising budget, determine the message to be disseminated, identify the media through which the message will be disseminated, and evaluate an advertising program. Students will be exposed to both the creative aspects of advertising as well as the managerial considerations inherent in the implementation of advertising strategy. Mini-projects and applications are used in this course.