This course emphasizes managing the promotional mix - advertising, public relations, personal selling, sales promotion, and direct marketing - to provide a comprehensive understanding of how to manage a marketing department to enhance overall business profitability. Additional fees may apply.

Prerequisites

The course is designed to familiarize students with digital marketing concepts and applications. It provides a detailed understanding of relevant digital channels and platforms, regarding paid, earned, and owned digital media. Students will apply their knowledge from class by completing several in-class exercises as well as graded assignments. The course employs a mixture of lecture, discussion, in-class exercises, and group work.

Prerequisites