Integrated Marketing
MASTER OF SCIENCE IN INTEGRATED MARKETING
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New York University
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School of Continuing and Professional Studies
SYLLABUS
INTEGRATED MARKETING
Master of Science in Integrated Marketing Program
INTG1-GC 1000.001
Spring 2013
3 credits
Professor: Paul Kulavis E-mail: ppk3@nyu.edu Office hours: By appointment Course schedule: Monday January 28, – May 13, 2013 (No classes February 18 or March 18) 6:10 PM -8:40 PM SCPS Building 7 East 12th Street Room: # 125
COURSE DESCRIPTION This course introduces students to the concept of marketing, to the writing and implementation of marketing plans, and to the key elements of managing the integration of marketing across the various elements of the promotion mix: advertising, direct marketing, public relations, sales promotion and the organization as a whole. Students learn to identify marketing objectives, plan market research, select appropriate strategies for pricing, product, distribution/channel, and promotion mix, identify segmentation, and develop marketing strategies to achieve business objectives. Through case studies and other examples, students will apply the learning to real-business situations.
COURSE LEARNING GOALS
Through successful completion of this course, students will have a basic understanding of the principles and practices of integrated marketing management, including: * The scope of marketing in the 21st century * Core marketing concepts, including segmentation and competition * Integrated marketing and when to use it * The promotion mix—advertising, public relations, direct marketing, sales promotion, and personal selling—and how to select and balance elements of this mix * Basics of brand building * Basics of market segmentation * Basics of strategic planning, including SWOT analysis * Basics of market research, and
-------------------------------------------------
New York University
-------------------------------------------------
School of Continuing and Professional Studies
SYLLABUS
INTEGRATED MARKETING
Master of Science in Integrated Marketing Program
INTG1-GC 1000.001
Spring 2013
3 credits
Professor: Paul Kulavis E-mail: ppk3@nyu.edu Office hours: By appointment Course schedule: Monday January 28, – May 13, 2013 (No classes February 18 or March 18) 6:10 PM -8:40 PM SCPS Building 7 East 12th Street Room: # 125
COURSE DESCRIPTION This course introduces students to the concept of marketing, to the writing and implementation of marketing plans, and to the key elements of managing the integration of marketing across the various elements of the promotion mix: advertising, direct marketing, public relations, sales promotion and the organization as a whole. Students learn to identify marketing objectives, plan market research, select appropriate strategies for pricing, product, distribution/channel, and promotion mix, identify segmentation, and develop marketing strategies to achieve business objectives. Through case studies and other examples, students will apply the learning to real-business situations.
COURSE LEARNING GOALS
Through successful completion of this course, students will have a basic understanding of the principles and practices of integrated marketing management, including: * The scope of marketing in the 21st century * Core marketing concepts, including segmentation and competition * Integrated marketing and when to use it * The promotion mix—advertising, public relations, direct marketing, sales promotion, and personal selling—and how to select and balance elements of this mix * Basics of brand building * Basics of market segmentation * Basics of strategic planning, including SWOT analysis * Basics of market research, and