Communicating with Consumers

The need for brands to engage meaningfully with consumers has never been more urgent. How do managers get through to their audiences effectively and efficiently, moving them from awareness to purchase and, eventually, loyalty? This course aims to help students answer this question. Students will learn about frameworks that help them communicate effectively with their customers and build their brand in a dynamic environment. Throughout, the course will stress the importance of customer insight as a basis for creating and executing effective communication strategies. The specific objectives of this course are for students to: (1) understand consumers and their interactions with the marketing environment, (2) learn about the practices, tools and steps pertaining to marketing communications, (3) be able to apply their understanding of consumers and the marketing communications process in the planning, development, and evaluation of marketing communication strategies (i.e., make better communications decisions), and (4) develop a set of abilities important to successful performance in managerial positions. These include taking an analytical approach to marketing problems, making decisions that are ethical and socially responsible, working successfully in a team, and communicating effectively.