GB 746 - Strategies for Marketing Communication

(3.00 cr.)

A sound marketing communication strategy is a prerequisite for a successful marketing campaign. Strategies for marketing communication address the critical question: How to effectively and efficiently bring a message (e.g., what to say, how to say, when to say, etc.) about your products or services to the target audience? Students study the key elements in a well-grounded strategy for the marketing communications programs for any customer-oriented institution. The process of formulating such a strategy for marketing communications is also examined. Furthermore, common and emerging strategies for marketing communications are discussed and critically evaluated. This class incorporates a mix of case analysis, presentation, discussion, and lecture.

Prerequisite: GB 702 .
Sessions Typically Offered: Varies
Years Typically Offered: Varies