Course Code: MKTG 4001
Academic Year: 2023-2024
This course covers three of the critical elements of integrated marketing communications in an international setting: advertising, sales promotion and public relations. The functions and principles of advertising are presented from management's point of view. The roles and responsibilities of both client and agency personnel in the development of national and international advertising campaigns are outlined. The relationship between marketing planning and advertising planning, corporate plans, marketing plans and advertising plans are examined. The elements of creative planning and media planning are covered. The sales promotion component of the course focuses on the most commonly used sales promotion techniques, their roles, advantages and limitations. In addition, students are introduced to public relations. The role of social media will be examined throughout the entire course.