Week 1 Introduction to the Class and Assessments
Week 2 Overview of Integrated Marketing Communications – Objective Setting and Budgeting
Week 3 Segmentation, Targeting, and Positioning
Week 4 The Communication Process and Consumer Behavior
Week 5 The Role of Persuasion in Integrated Marketing Communications
Week 6 Group presentations
Week 7 Overview of Advertising Management
Week 8 Digital and social media
Week 9 Direct Marketing and Personal Selling
Week 10 Sales Promotion Overview
Week 11 Public Relations, Word-of-Mouth Influence, and Sponsorship
Week 12 Packaging, Point of Purchase Communication, and Signage
Week 13 Group presentations
Week 14 Exam preparation
Week 15 Final exam