Chair, C.H. Sandage School of Business
Professor of Business Administration
Sam Walton Fellow
Graceland University, 1 University Place, Lamoni, IA 50140
Jeffery W. McElroy, Ed.D.
Learning Outcomes
Students should have a solid understanding of the role of advertising and promotion in marketing, how firms organize for advertising and promotion, consumer decision making process, various communication theories and models, how firms develop goals & objectives for integrated marketing communications programs, various promotional mix elements and ways to measure effectiveness of integrated marketing communications programs.
Integrated Marketing Communications
Reflective Statement Interpreting Course Evaluations
Overall the student evaluations for Spring 2012 are quite positive (see course evaluations). Students noted that real-world experience, guest speakers, variety of activities, current events, open discussion and class size all were what they liked best about the class.
When asked what topic/assignment they would eliminate from the class, the students said none. They also mentioned that they would like to see even more real-world activities.
Course Purpose
This course provides a comprehensive overview of integrated marketing communication in modern organizations. The objectives of the course are to provide students with a broad introduction to marketing communication tools, theory with practical “real world” application, and the various factors that influence marketing communication decision making. Students will be exposed to and expected to learn the "language of marketing communication" (that is, terms, concepts, and frameworks) used by practicing marketing communications managers.