Marketing Communications

Aims of the course

- To provide the basic skills needed to manage and implement marketing communication to advertisers, brand managers and account managers in advertising agencies.
- Develop ability to plan and design integrated marketing communication strategies and assessing the effectiveness / efficiency of their implementation.
- Conduct the students through the preparation of an integrated marketing-communications plan.

Course syllabus

1. Introduction to marketing communications
2. Marketing communications process and how communication works
3. Marketing communications planning (TG, objectives, budgets)
4. Creative strategies and creativity
5. Public relations and corporate communications
6. Sales promotions (brand activation)
7. Media strategies and media planning
8. Digital media
9. Advertising effectiveness
10. Marketing communication regulation, self-regulation and ethics
11. Presentation of projects

Course director(s)