Nowadays, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments that have led to the rapid growth of communications through digital media, particularly the Internet, social media, and mobile devices. Thus, new ways to communicate with consumers are constantly being developed. Marketers now have changed the mix of traditional media and new media in their communications strategies. The changes are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications.
Thus, as manager or potential manager, MBA students are expected to understand all the major marketing communication tools: advertising, direct marketing, sales promotion, public relations, personal selling, and of course the Internet and the rapidly growing areas of social media and mobile marketing. You will also be expected to know how to research and evaluate a company’s marketing and promotional situation and how to use various tools to develop effective communication strategies and programs. Marketers are also giving more attention to the determination of return on investment (ROI) of various IMC tools as well as the challenges they face in making this evaluation. Thus, promotion and selling course was developed for you.
- Teacher: Linh Le