COMM 148 – Marketing Communications

Course Description

Lecture, three hours. Examination of key concepts and methods in marketing communications in both traditional and digital media. Development and execution of communications strategies, with primary emphasis on consumer insight, branding, market segmentation and positioning, message strategy, promotion, and execution of marketing communications through appropriate media technologies. Letter grading.

About Prof. Celia McLean

Celia McLean is an advertising, marketing and communications executive with 25 years of professional experience. She spent a decade at award-winning advertising agencies famous for creating taglines such as “The Ultimate Driving Machine” and “Got Milk?” For fifteen years, she worked in marketing at Amgen, the world’s #1 biotechnology company, and a Fortune 500 company (#154).  During that time, McLean helped many non-profit healthcare organizations achieve their goals and develop effective communication campaigns.  In 2014, McLean traded industry for academia, in order to inspire tomorrow’s leaders to grow.  She teaches courses in Oral Communication, Persuasion, Written Business Communication, Marketing, Integrated Marketing Communication, and Advertising.