Introduction to Marketing Communications: How Companies Reach Consumers

Open to students entering grade 9 or 10 in the fall
II - July 21–August 7, 2020
Days & Time:
Monday–Friday, 11:10 a.m.–1:00 p.m. and 3:10–5:00 p.m.
Solenn de Kersauson

“The thing that I liked the most was the fact that participation and interaction was encouraged.” – Danish J. | Rawalpindi, Pakistan

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.


Solenn de Kersauson

Solenn de Kersauson is a seasoned communicator, trainer, and instructor. She focuses on persuasion and how organizations, both for-profit and not-for-profit, persuade their audiences to acquire goods and services. Solenn holds an MS in international affairs from the Institute of Intercultural Management and Communication in Paris, a post-graduate degree from the Institute of Development Studies in Geneva, and an MS in strategic communications from Columbia University. At Columbia she has served as a faculty associate for graduate-level courses in cross-cultural communications, compelling communications, persuasive presenting, and principles in persuasion


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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.