OMS 522: Marketing & Communication Strategy
Synonym:81163 (for web registration)
Meeting Schedule:Sat 1/14 (8:30AM-5:29PM)
Sat 2/11 (8:30AM-5:29PM)
Sat 3/3 (8:30AM-5:29PM)
Sat 3/24 (8:30AM-5:29PM)
Sat 4/21 (8:30AM-5:29PM)
Competency Area: Systems & Strategic Thinking
Required of Summer 2010 Weekend MBA students; others by written permission of Program Director provided to Registrar's Office via Antioch email.
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. Students should check the course site in Sakai for on-line assignments that may begin prior to the first class meeting.