24210 Integrated Marketing Communications6cp
Requisite(s): ((24108 Marketing Foundations OR 24109 Marketing and Customer Value) AND 24202 Consumer Behaviour)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
This subject examines all aspects of integrated marketing communications from an advanced viewpoint based on theory, practice, and research findings. It provides managers with systematic approaches to setting marketing communications objectives, establishing budgets, identifying relevant target audiences, formulating and testing creative and media strategies, and evaluating campaign results. It considers contemporary issues in advertising, together with reference to complementary aspects of marketing communication activities, such as sales promotion, public relations/publicity and direct marketing and includes an applied project covering these decision factors.
Autumn session, City campus
Detailed subject description.