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BUS 155 — Marketing Today: Multi-Channel Marketing and Communications

Quarter: Winter
Day(s): Mondays
Course Format: On-campus
Duration: 8 weeks
Date(s): Jan 22—Mar 19
Time: 7:00—8:50 pm
Drop Deadline: Feb 4
Unit: 1
Tuition: $525
Instructor(s): Melissa McVicker
Status: Open
Please Note: No class on February 19
7:00—8:50 pm
Jan 22—Mar 19
8 weeks
Drop By
Feb 4
1 Unit
Melissa McVicker
Please Note: No class on February 19
Today, when buyers are deciding if they will make a purchase, they can pull information from many sources—social media, review sites, company websites, retail locations, media, and advertising—at different points along their decision journey. This gives marketers considerable choice among the channels they can use to reach buyers at critical decision points. For instance, they can use search engine marketing to generate awareness of their products, or create online how-to videos to promote product features. The goal of this course is to provide an overview and an actionable framework to help you effectively communicate to buyers through multiple channels. We will define your target audiences and your buyer’s unique journey to a purchase. We will match specific marketing content to each stage of the buyer’s journey—for instance, comparison guides when they are researching a product, or competitive estimates when they are ready to make a purchase. Based on this mapping we will define the optimal channels (such as paid advertising, social media, traditional public relations, or the company website) to deliver the content. You will complete the course with a multi-channel marketing plan that includes a description of your buyers and their purchasing process, and a map of the content and delivery channels that will have the most impact on that process.

Melissa McVicker, Associate Vice President, Communications, Stanford; Founder and Principal, Melissa McVicker Consulting

Melissa McVicker consults on strategic communications, branding, marketing, and leadership. She builds meaningful communications designed to engage people and maximize results. She has more than twenty years of marketing and communications experience, including more than fifteen years at Intel. McVicker received an MBA from UCLA.

Textbooks for this course:

(Recommended) Simon Sinek, Start With Why (ISBN 9781591846444)