An in-depth view of tools of promotion management: advertising, sales promotion, public relations, personal selling, direct marketing and internet marketing as well as new and alternative media. Basic concepts of how to use print, broadcast, internet and out-of-home media are studied. Planning, budgeting, creative strategy, and the roles of advertising agencies are also covered.

An examination of search engine marketing strategies to maximize site traffic, lower customer acquisition costs and boost conversion rates. Marketing frameworks provide the basis for the hands-on examination of search engine marketing and web analytics.