BUS 948  - Channels: Local to Global Mkts

This course explores the various ways products and services reach consumers, emphasizing both traditional and digital marketing channels. Students will learn to evaluate and implement effective marketing strategies across different platforms to optimize customer engagement and sales.  Topics covered include offline marketing channels, organic and paid digital marketing channels, channel strategy and management, emerging technologies in channel management, measuring channel effectiveness, and omni-channel integration and consumer experience.  The course will also focus on sustainability and ethical considerations in channel management.

Offered Fall, Spring, Summer

Course Fee: No
Prerequisite(s): Completion of BUS 903 and admission to DBA program.