Marketing Communications

Catalog description

This course introduces students to a shift in how organizations (for-profit and nonprofit) promote products, services, and ideas through relationship marketing and marketing communications. Students will examine more credible and cost effective ways to create relationships with target markets than traditional mass-market advertising. They will examine marketing strategies that use the fundamentals of classic public relations, word-of-mouth (WOM) marketing, event marketing, mobile marketing, social media networking, and other forms of creative marketing communications to foster interactions among organizations, products, consumers, and the media. Fee Information: Lab fee may be required. Prerequisite: ENGL 17000 ; MRKT 35010 with a C or better.