Katie Lafreniere, PhD
Pronouns: She, her, hers
Area of Study / Keywords
Marketing Consumer Behavior Word of Mouth Communications Social Problems
This course introduces the student to the management of the marketing communication mix with an emphasis on the evolving nature of digital marketing communication tools. It focuses on the techniques used for marketing communications in an environment where consumer and cultural influences strongly interact with strategic marketing decisions to impact outcomes. The role of measurement analytics in the implementation of communications strategy is also examined. Prerequisite: MARK 301.