Overview

This topic introduces students to the process of developing and managing effective marketing communications. Using the Integrated Marketing Communications (IMC) concept, students will gain an understanding of consumer behaviour, communication theory and the various media used in advertising and promotion. They will also learn how to plan, develop and implement … For more content click the Read More button below.

Topic availabilities

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Tuition pattern

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Aims

This topic aims to provide students with an:

  • Understanding of the Integrated Marketing Communications concept and the environment marketers operate in when designing marketing communications strategies
  • Appreciation of the processes used to create an effective communications strategy and the tools used in marketing communications
  • Understanding of the effectiveness of different traditional and modern marketing communication tools and practices
  • Knowledge of consumer behaviour, branding and other relevant factors that are strongly linked with marketing communications

Assessments

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Requisites information

Pre-requisites:

Assumed knowledge

Marketing principles.