Description
This course introduces students to the strategic process of marketing communication, from understanding the target audience to evaluating a marketing communication campaign or strategy. Students are exposed to principles of marketing, strategic planning, message creation, communication mix tools and marketing communication measurement. Students will learn to create and evaluate a creative brief for advertisements, sales promotions, and direct and interactive communication tools. Special emphasis is put on the design of a strategic marketing communication plan. Students are required to participate in a variety of communication activities and to perform a number of research tasks and practical assignments