Handbook

Marketing communication is a critical aspect of a company’s overall marketing mission and a major determinant of its success in a market. The goal of marketing communication is to convey meanings to the target audience in order to build a strong brand. This course provides students with an opportunity to analyse, design and evaluate various communication and promotion decisions. Specific issues include fundamental marketing communication decisions, creative brief, message/copy writing, communication strategies, and media strategies. To explore such issues, this course provides relevant and up-to-date theories, concepts, techniques, and models in marketing communication and pro-motion. The course will interweave lectures, group activities and an integrated marketing communication group project.