BUS3043S - Marketing Iib

Course Outline:

The Integrated Marketing Communication module aims to provide an overview of marketing communications so that students develop an understanding of, and insight into, the industry, its processes and its role as a business tool. Students will be equipped with the skills to formulate a marketing communication strategy. This course will focus on providing students with an understanding of the different marketing communication tools, the media involved with these, and how these activities form part of the overall marketing strategy. The course will cover traditional and new marketing communication tools, the importance of marketing communication tools, the importance of marketing insights in marketing communication strategy development, advertising and media, as well as the theoretical creative approaches to integrated marketing communications.