BRO602: Broadcast marketing strategy / College of Computing, Informatics and Mathematics

From a business perspective, marketing is an art that strategically identifies target market demands for certain broadcast services and meeting those wants satisfactorily at a profit. Successful electronic media market is said to happen when there is customer satisfaction through the services, innovation, creativity, service quality and customer service. Therefore, the course is designed to expose students to the importance of clarifying an electronic media organization's overall goals, its marketing objectives, and suggest ways of coordination the strategies in each element of the market mix (the 4 Ps: product, pricing, place and promotion). It will also discuss the programming and distribution principles that target markets (such as satellite and terrestrial television and radio) use before arriving at a purchase decision. Students will participate in case study discussions, view samples of TV program marketing sales kits and develop a hypothetical marketing proposal that integrates different elements of the marketing mix.