Description
In this micro-credential, students will explore the role of promotional activities in marketing, with a particular focus on the differences between advertising and publicity. While advertising requires businesses to pay for audience attention through paid media, publicity generates exposure through media coverage, customer recommendations, community engagement, reviews and other forms of earned attention. Students will learn how to develop organic marketing strategies that build brand awareness, credibility and customer engagement without relying heavily on paid advertising. Particular attention will be given to startups and small businesses, where advertising costs can place significant pressure on limited marketing budgets. Students will explore how to generate positive publicity, encourage word-of-mouth, engage communities and attract media interest through creative, cost-effective promotional activities. They will also learn how to balance paid, owned and earned media to develop sustainable promotional strategies that support long-term business growth.
