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MKT312
Preview: MKT312 : Marketing Communications
Course Guide
Prerequisites
Course Description
Instructional Materials
This course explores the essential elements of marketing communication. Topics covered include
media and messages, branding concepts, word-of-mouth, social media, digital marketing and the
ever changing communication market. Selecting appropriate communication channels to highlight
products, brands, and services to sustain a competitive advantage will be highlighted.
Required Resources
Kennett E. Clow. 2018.
Integrated Advertising, Promotion, and Marketing Communications . MKT312
Pearson 8th edition textbook available at https://www.strayerbookstore.com
Tribus. May 6, 2013. What Is Integrated Marketing? https://www.youtube.com/watch?
v=k6WF0O1Mnvk
TED-ed. March 3, 2013. The Tribes We - Seth Lead Godin. https://www.youtube.com/watch?
v=589tH-wtCak&feature=youtu.be
Seth Godin. 2003. In Praise of the Purple Cow . https://libdatab.strayer.edu/login?
url=https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=9083335&site=eds-
live&scope=site
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Weekly Marketing Tips. May 15, 2017. What is Brand Strategy? Types of Brand Marketing &
Strategies. https://www.youtube.com/watch?v=IeFY0eNa0CE&feature=youtu.be
Thinkr Marketing. July 19, 2016. The Difference Between Marketing and Branding?
https://www.youtube.com/watch?v=7VOp-3PkzqY&feature=youtu.be
Jacob Clifford. November 12, 2015. Diminishing Returns and the Production Function-Micro Topic
3.1. https://www.youtube.com/watch?v=xLSRMt-wWAM
KelloggCompany. March 24, 2015. Brand Management at Kellogg. https://www.youtube.com/watch?
v=iB0Qzm8F4M0&feature=youtu.be
P&G Careers. August 9, 2016. Marketing/Brand Management at P&G UKI.
https://www.youtube.com/watch?v=MYIOwxE9DGo&feature=youtu.be
Corinne Ruff. 2017. What Retailers Can Learn From REI's Marketing Success .
https://www.retaildive.com/news/what-retailers-can-learn-from-reis-marketing-success/504324/
Creative Guerrilla Marketing. May 1, 2011. The Coca-Cola Friendship Machine Alternative
Advertising Example . https://www.youtube.com/watch?v=1Pk07lQS3gs
A Nerd's Word. December 29, 2017. 100 Best Guerilla Marketing Tactic Examples .
https://www.youtube.com/watch?v=FTK4m040whA&feature=youtu.be
