This unit offers an overview of current theory and practice in marketing communications. It will include aspects of advertising in the main media (television, radio, print, outdoor, cinema), sales promotion, personal selling and new media. It will provide students with a sound theoretical and conceptual foundation of Integrated Marketing Communications (IMC). The strategic perspectives of marketing communications planning and implementation will also be introduced.
PRESCRIBED TEXT - INTEGRATED ADVERTISING, PROMOTION AND MARKETING COMMUNICATIONS
For advertising courses. Integrated advertising and marketing communications taught through real-life application Integrated Advertising, Promotion,...