MKTG 376: Advertising & Social Media Marketing

Course Description

This course provides a managerial examination of the role of digital and social media communications within the promotional mix. Specifically, we discuss the difference between one-way communications such as advertising, sponsorship and direct marketing compared to the role of two-way communications such as content marketing, email campaigns, and social media marketing. Course topics include setting communication objectives, designing and executing a social media marketing strategy, and developing content designed to connect with audiences, promote thought leadership on a topic, generate audience engagement, and cultivate leads for an organization. Prerequisite: (Admitted to the School of Business) OR (44 credits and 2.2 GPA or instructor consent) Special course fees may apply.