Explore the essential elements of marketing communication. Topics covered include media and messages, word-of-mouth, Internet marketing and the ever-changing communication market. Select appropriate communication channels to highlight products, brands and services to sustain a competitive advantage. Students will also develop an extensive understanding of social media networks and how to best use them for business marketing. Identify the social media marketing process. Discuss the major social media marketing portals that can be used to promote a company, brand, product, service or person. Learn how to measure success within a social media strategy. Describe how social media marketing impacts traditional marketing strategy.