Marketing Communication and Promotion

Catalog description

This course offers a comprehensive framework for understanding the role and strategic use of promotion within the marketing mix. Emphasizing communication theories, the curriculum guides students in developing tactical and strategic promotional programs that leverage current technologies, including AI-driven techniques for content creation, consumer behavior analysis, and campaign optimization. Students will delve into the integration of AI to elevate strategic decision-making, address ethical implications, and evaluate its influence on contemporary media landscapes. Branding and positioning strategies will be explored in depth, alongside the implementation of key promotional components. The course places a strong focus on emerging trends in digital media, equipping students to analyze and capitalize on new marketing opportunities using innovative and traditional platforms effectively. Prerequisite Course(s): Prerequisite: MRKT 620