This course empowers students with basic to intermediate marketing knowledge and skills. Topics include:The definition of marketing,The marketing management process,Marketing strategy,Environmental analysis,Market research,Consumer behaviour,Market segmentation,The marketing mix,BrandingMarketing communications such as general promotions, advertising and new media.This content is presented with the view that students will be entering the media and entertainment fields, as freelancers, or as SMEs. So, examples are appropriately selected.Students will be required to develop a marketing plan, a press kit, a web site, and will apply a digital promotional campaign to a real-world scenario, such as a music artist, media product, event, or service.