Академический Документы
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Objective
i) To enable students to build a sound theoretical and practical understanding of the formulation
of promotional strategy and the management of the marketing communication process
ii) To develop an understanding of the economic and creative justifications for marketing
communications and
iii) To be sensitive to legal and ethical considerations in the formulation and the implementation
of marketing communications strategy.
No. of
Topic
Sessions
Introduction to Integrated Marketing Communication (Including case discussion) 2
Developing a Theoretical understanding of Marketing Communications (Including case discussion) 4
Planning and organizing the Integrated Marketing Communication Processes (Including case 4
discussion)
Media Issues (Including case discussion) 4
Message Strategy (Including case discussion) 4
Other elements in Integrated Marketing Communications Strategy: (Including case discussion)
Below-the-line
1
Sales Promotion (Including case discussion)
2
Public Relation, Event management, and Publicity Corporate Advertising (Including case
discussion) 2
Direct Marketing 1
Personal Selling.
1
1
Monitoring, Evaluation and Control of Integrated Marketing Communications Strategy 2
International Marketing Communication (Including case discussion) 3
Wider issues in Integrated Marketing Communications 2
Total 33