GBUS 8307 INTEGRATED MARKETING COMMUNICATIONS

This is a course designed for those who intend to work in consumer marketing, advertising, consulting, or retailing. The course has three modules: Positioning and Copy Strategy, Media Strategy and Integrated Marketing, and Competition for Account. The latter is a comprehensive exercise in which teams develop and present broad-based marketing communications strategies. Instruction methods will include cases, readings, lectures, guest speakers, and simulation-based exercises. There is no final examination.

Academic course objectives:

· Develop expertise in creating positioning and copy strategies that build brand equity

· Explore media alternatives, terminology, and creation of a media strategy by the use of online media for building brands

· Examine marketing budgeting including techniques used to set the overall marketing spending level

· Explore the research techniques used in copy and media evaluation

· Create and present advertising plans

Elements of the course grade:

Class contribution       35%

Group project              35%

Exercises                     20%

Online exercises          10%

Web address for additional course information:

http://faculty.darden.virginia.edu/farrisp/AdProMkt/2005-06/index.asp