Introduction to Marketing Communications: How Companies Reach Consumers

Open to students entering grade 9 or 10 in the fall
II - July 17–August 3, 2018
Days & Time:
Monday–Friday, 11:10 a.m.–1:00 p.m. and 3:10–5:00 p.m.
Maribeth Kuzmeski

“The thing that I liked the most was the fact that participation and interaction was encouraged.” — Danish Javaid

Course Description

What is marketing communications? Is it buying and selling, advertising and promotion, surveys and telemarketing, or looking at how consumers buy? Do you want the same stuff your friends have, do you want to be part of the “in” crowd, and what do your clothes say about you?

Students examine multiple ads and promotional programs, read about how companies try to reach consumers, and discuss consumers’ responses to companies’ programs. They explore how companies advertise and promote their products to the consumer. The course will also feature a number of guest speakers from the world of advertising and marketing research. 

The morning session is devoted to lecture and class discussion. Students are often divided into small teams to evaluate various marketing and communications campaigns and present back to the class for Q&A. During the afternoon session, students work in their assigned teams. Each team is to conjure up a new product or service (real or realistic) and then develop a comprehensive marketing and communications plan. As a team, students collaboratively deliver a written marketing proposal and an oral pitch presentation during the final days of class.


Maribeth Kuzmeski

Maribeth Kuzmeski is president of the marketing consulting firm, Red Zone Marketing, founded in 1994. She holds an M.B.A in marketing from George Washington University, a Ph.D. in business administration from Oklahoma State University, and a B.S. in public relations from Syracuse University. Maribeth has written seven books including …And The Clients Went Wild and The Connectors. She is an international speaker rated as a Top 25 C-Suite Speaker as seen in Meetings & Conventions Magazine and is a regular media contributor appearing on ABC, NBC, CBS, and FoxNews and in USA Today, The New York Times, The Wall Street Journal, and Forbes. She also hosts a popular podcast featuring inspiring businesswomen and has her own charitable foundation supporting emerging youth leaders, The Red Zone Leadership Foundation.

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Specific course detail such as hours and instructors are subject to change at the discretion of the University. Not all instructors listed for a course teach all sections of that course.