At the conclusion of this session, participants will be able to:

• Gain an appreciation of market research and its role in achieving overall marketing objectives.
• Understand the basic elements of a marketing plan.
• Identify how to communicate with a target audience using the appropriate message, media, and timing.
• Understand how broadcast media (e.g., television, radio), print media (e.g., magazines, newspapers), support media (e.g., outdoor advertising), direct marketing (e.g., postal mail), and interactive media (e.g., the Internet) are used in marketing and advertising.
• Learn how to apply public relations strategies and tools towards the development of a public relations campaign.

For Course Documents – click on the Exercise Files link to view or download.