New Media for Marketing Communication (PRAD405)
The potentialities of the Internet and mobile telecommunications are having a profound effect upon the practice of marketing communication. This course introduces students to the various techniques and practices that are becoming central tools in marketing efforts to engage with target audiences who are spending less time with traditional media and more time interacting with social networking sites, blogs, forums and web pages through desktops, laptops and mobile devices. Students will investigate the great opportunities, but also the serious challenges, that such media represent to the marketer and persuasive communicator.