Coding for Analysis ▸
Syracuse University micro-credential*
Intro to Data Decision-Making Using AI ▸
Syracuse University micro-credential*
Applied AI ▸
Syracuse University micro-credential*
Project Management ▸
Syracuse University micro-credential*
*A focused credential that demonstrates mastery in a specific skill.
Instructor
Adriana Boveda
aboveda@golisanoinstitute.org
Instructor
Dr. Marvin Deitz
mdeitz@golisanoinstitute.org
Marketing Strategy & Analytics
Design and develop a foundational integrated marketing campaign for your own company or a client through conducting market research to develop data-driven recommendations, including understanding how digital platforms enhance any marketing campaign.
Core Topics
- Advertising and Integrated Brand Promotion in Business & Society
- Structure of Advertising & Promotion Industry
- History of Advertising and Brand Promotion
- Social, Ethical, and Regulatory Aspects of Advertising & Promotion
- Analyzing the Environment for Advertising & Integrated Brand Promotion
- Integrated Brand Promotion and Consumer Behavior
- Market Segments and the Value Proposition
- Advertising Research
- Planning Advertising & Integrated Brand Promotion Analyses
- The Creative Process in Advertising & Brand Promotion
- Managing Creativity and Creativity Message Strategy
- Understanding the Media Process
- Traditional Media Planning
- Social Media Planning
- Integrated Brand Promotion
- Sales Promotion and POP Advertising
- Event Sponsorship & Branded Entertainment
- Integrated Direct Marketing and Personal Selling
- Public Relations, Influencer Marketing, and Corporate Advertising
Learning Outcomes and Career Relevance
- Explore and understand the importance of integrated market campaigns.
- Research and identify target markets, develop market segments, and effective message creation. Develop integrated marketing communication plans that include all marketing mediums.
- Identify ethical issues that relate to marketing practices and their connection to marketing and business success.