ADVERTISING AND MARKETING COMMUNICATIONS

Catalog description

This course presents concepts, terminology, and activities that comprise contemporary marketing as they relate to the whole business enterprise or organization. Specific topics include customer behavior, marketing environment analysis, segmentation, product planning, pricing, distribution channels, and promotion. Special attention is given to profitability analysis, international marketing, services marketing, and marketing ethics. Key issues impacting marketing strategies and consumers will be analyzed including technological trends such as AI, data-driven decisions, the growth of digital marketing and social media marketing, and corporate social responsibility practices including initiatives that address sustainability.