Course Description
This course focuses on contemporary approaches to marketing communications and how they can be integrated with effective marketing strategies. These include advertising, personal selling, sales promotional techniques, publicity, internet marketing, direct marketing and beyond. It will provide a knowledge bases that will allow students to research and evaluate a company’s marketing and promotional situation and use this information in developing effective communication programs and strategies.
Course Aims
At the end of this course, the student is expected to know:
- Recognize the critical role communication plays in marketing programs.
- Provide students with an in the depth understanding of the concepts, principles, and terminology of the marketing communications.
- Learn how the elements of marketing communications such as advertising, sales promotions and public relations can be integrated into an effective communication program.
- Understand social, legal and ethical issues related to marketing communications practices.
- Improve oral and written communication skills demonstrating sound critical thinking.
Course Contents:
- Introduction to Communications
- Marketing Communications (Foundations and Concepts)
- Promotion and communication process
- Integrated Marketing Communications
- Marketing Communications, Marketing Environment, Consumer Behavior, Professional Ethics and Social Responsibility
- Personal selling
- Advertising
- Sales activation
- Public Relations
- Commercial publishing
- Direct Marketing
Course ID: MRKT230
| Credit hours | Theory | Practical | Laboratory | Lecture | Studio | Contact hours | Pre-requisite | 4.50 | 4.50 | 4.5 | MRKT120 |
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