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Marketing Diploma Program – Spring 2004


Marketing Communications

  Instructor: Steven R. Van Hook, M.A.
E-mail: steven@wwmr.org
http://wwmr.org/ip-marcom/  


MEETINGS: Monday, April 19 – Tuesday, April 27, 2004

DESCRIPTION: This course delivers the tools, techniques, and strategies to write and present a range of professional marketing communications, from advertising to special events, media releases, and public presentations. You will develop skills in identifying your target audiences and methods to successfully deliver key messages to them. Students will be able to access online materials through the course website at http://wwmr.org/ip-marcom/

CLASS SCHEDULE:    

Mon/April 19
9:00 – 12:00
Day 1

Syllabus review, course expectations, content introduction and class resources. What is Marcom? Fundamental principles and practices.
Online Exercise: The communications plan.

Tues/April 20
9:00 – 12:00
Day 2

International advertising tactics and choices in marketing communications. Sampling the world’s best commercials.
Online Exercise: Comparison of advertising formats.

Weds/April 21
12:00 – 2:00
Day 3
Cultural communication challenges in international marketing. Sampling multicultural marketing messages.
Online Exercise: Hofstede’s cultural dimensions.

Thurs/April 22
9:00 – 12:00
Day 4

Public relations as an essential component of marketing communications. Publicity events.  
Online Exercise: Public relations primer.

Fri/April 23
9:00 – 12:00
Day 5

Steps to effective media relations. Preparing the media release. How to think and write like a journalist.
Online Exercise: Review sample media releases.

Mon/April 26
9:00 – 12:00
Day 6

Developing personal creativity. Sampling the world’s most creative communications. 
Online Exercise: Submit draft media release to instructor.

Tues/April 27
9:00 – 12:00
Day 7

Review of student media releases. Preparing for crisis communications. Steps in effective personal presentation.
Online Exercise: Crisis communications plan template.


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