MNS 522: Marketing & Communication Strategy

Synonym:

84362 (for web registration)

Section:

B

Faculty:

Richard Grogan

Credits:

3

Seats:

9

Semester:

Summer 2012

Meeting Schedule:

Wed 5/16 - 5/31 (12:00PM-6:59PM)

Description:

Required of Fall 2011 Accelerated MBA students; others by written permission of Program Director provided to Registrar’s Office via Antioch email. Competency Area: Systems & Strategic Thinking This course explores marketing as an essential component of an organization’s broader communication strategy in the context of organizational sustainability – defined through the triple bottom line. Specifically, sustainability marketing initiatives will be addressed through the lens of authenticity, driven by an organization’s mission and purpose. The course combines both theoretical and practical elements and is intended to facilitate students’ understanding of specific marketing strategies and tactics as nested within a broader organizational marketing strategy and communication strategy. Students will read a variety of literature and will work with an organization in a consulting capacity, while simultaneously developing a marketing plan.