Integrated Marketing Communication and Digital Media

Catalog description

This course delves into the dynamic field of marketing promotion with a focus on the hospitality and service industries. Building on theories and research from brand management, communications, consumer learning and information processing, and persuasion and attitude change, students will examine traditional promotions tools such as broadcast advertising, public relations, and direct marketing, as well as digital media tools such as search and website marketing, content marketing, social media, influencer marketing, experiential marketing, digital-direct, and programmatic advertising. The main course project is the development of an integrated marketing communications plan for a service organization. Students will also demonstrate their emerging knowledge through presentations on industry practices and essay exams focusing on the theories that guide marketing-communications strategy.