Marketing and Communication Strategy

Catalog description

This course explores marketing and communication strategy as an essential business component within an organizational context. Students will develop both an intellectual and hands-on understanding and appreciation of essential marketing and communication concepts, and how those concepts can be applied to the growth, development, and long-term success of an organization. Marketing and communication strategies, models, and tactics will be addressed through the lens of branding, the classic “Four P’s” of marketing (Product, Price, Place (distribution), and Promotion), messaging, integrated marketing communication, and tactical application.