MRKT 3660Marketing Comm Strategy

Catalog

Effective marketing communication strategies are built on the strategic direction laid out in a formal marketing plan and a deep understanding of the consumer journey for the target market. Accordingly, students will develop a marketing plan and carefully map out the stages of the consumer journey based on research insights. They will then formulate a detailed creative brief to guide media strategy and message strategy for consumers in each stage of the journey. The process will culminate in the creation of actual content for each consumer journey stage with an emphasis on voicing and executing messages appropriately for target consumers. Prerequisite: MRKT-3600 Principles of Marketing.