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RETL : Fundamentals of marketing communications and advertising. Setting budgets and media allocation. Strategic objectives for digital media communications. Storytelling and creative content. Paid, owned, and earned media. Metrics and productivity. Controlled and quasi-experimentation. Launching digital multi-media campaigns and monitoring their performance.
Terms: Fall 2024
Instructors: Boutet, Carl (Fall)
Restrictions: Open only to Master's students within the Desautels Faculty of Management
