MGT358   Integrated Marketing Communications   (20 credits)

Description

This module is concerned with the concepts and uses of advertising and promotion and integrated marketing communications context. The successful commercialisation of both and existing advertised products and services depends on how well the company will communicate any messages to its target marget, to trigger desired attitudes and behaviours. However, these messages must be clear and consistent across the different means of communication available to modern businesses. Thus, advertising, public relations, packaging, sponsorship and other promotional tools must be integrated and managed as a whole and not as isolated communications. Other issues covered will include e-marcoms, international marketing communications and ethics.

Reading List