This course provides an overview of the fundamentals of marketing communication and how it plays a crucial role in the success of any organization. Students will learn the key principles and theories of marketing communication and how they are applied in real-world business situations. Furthermore, this course is designed to equip students with the knowledge and skills necessary to create effective marketing communication strategies that can help organizations achieve their goals and objectives.
Marketing communication is a critical aspect of a company’s overall marketing mission and a major determinant of its success in a market. The goal of marketing communication is to convey meanings to the target audience in order to build a strong brand.
This course provides students with an opportunity to analyse, design and evaluate various communication and promotion decisions. Specific issues include fundamental marketing communication decisions, creative brief, message/copy writing, communication strategies, and media strategies. To explore such issues, this course provides relevant and up-to-date theories, concepts, techniques, and models in marketing communication and promotion.
The course will interweave lectures, group activities and developing an integrated marketing communication group project that addresses the real life needs of a partnering business.