FINDING YOUR VOICE: INTRO TO MARKETING COMMUNICATION

Catalog description

This course will serve as the foundational course in Communication tools, as well as an introduction to the role of creativity in effective marketing communication. Through a series of lectures, videos, and assignments students will learn concepts such as branding, design, empathy, story, and symphony, in the creation of right-brain dominated marketing communication, that are also rooted in research, strategy and analysis. Specific areas covered include what a brand is and why it matters, brand valueand how to measure it, communication of brand value in creative messaging, and the role of consumer insights in measuring a brand. Integration of the tools of marketing communication, such as but not limited to advertising, all digital media, PR, writing and promotion, will be emphasized. The course also provides an overview of both U.S. and global marketing communication practices.