MKT-5000: Marketing and Communication Strategy

This course explores marketing and communication strategy as an essential business component within an organizational context. Students will develop both an intellectual and hands-on understanding and appreciation of essential marketing and communication concepts, and how those concepts can be applied to the growth, development, and long-term success of an organization. Marketing and communication strategies, models, and tactics will be addressed through the lens of branding, the classic “Four P’s” of marketing (Product, Price, Place (distribution), and Promotion), messaging, integrated marketing communication, and tactical application. COURSE OUTCOMES 1. Apply core-marketing fundamentals centering on marketing’s “Four P’s” (product, pricing, place (distribution), and promotion) - from a strategic marketing and communication point of view. 2. Evaluate and apply core strategies centering on branding and positioning, customer avatars, creative briefs, tactical marketing plans, and other commonly-used marketing and communication tools for a chosen organization or industry. 3. Critically assess marketing and communication strategies and make recommendations to improve effectiveness by applying a formal framework of concepts and principles.
Min. Credits: 3.0
Credit Basis: Semester credit
Location(s): Antioch University
Method(s): Online (asynchronous)
Faculty Consent Required: N
Program Approval Required: N
Course Type Leadership and Management

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MKT-5000: Marketing and Communication Strategy