24736 Marketing Communications6cp
Requisite(s): 24734c Marketing Management AND ( SMJ08111 Marketing Research Sub-major MBA OR 24710c Buyer Behaviour )
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
This subject examines advertising, promotion and business communication decisions from an advanced viewpoint based on theory, practice and research findings. It provides managers with systematic approaches to setting advertising and promotion objectives, establishing budgets, identifying relevant target audiences, formulating and testing strategies and evaluating campaign results. It integrates advanced knowledge of contemporary issues in advertising, together with complementary aspects such as sales promotion, publicity, digital marketing and direct marketing. Students undertake an applied project covering these decision factors.
Detailed subject description.