MCM713 - Marketing Communication Essentials

Description:
The ability to develop communication strategies has never been more important for business leaders than in today's complex digital marketing environment. In this course, you will develop a broad knowledge of the fundamentals of effective marketing communication planning and implementation.

Outcomes:

• Refine the skills necessary to become a successful Franklin graduate student
• Apply knowledge of marketing communication concepts and vocabulary
• Demonstrate a basic understanding of each of the tools with the marketing communication mix
• Analyze the process of formulating marketing communication goals, objectives, strategies, and tactics within the broader marketing plan

Required Text(s):

Belch, G. & Belch, M. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education. ISBN: 9781260796391