Course Objectives

Communication is an important aspect of marketing. This course will provide students with knowledge of general theories on communication and more specific theories concerning marketing communication. Students will acquire knowledge of how advertisers and other players in the field of advertising formulate their ideas in developing marketing-related communication. The course aims to provide students with an overall view of the field. This involves amongst other things emphasising various strategies and on the basis of this being able to select productive marketing communication solutions

Course Description

The course will focus on the following topics:

- Marketing communication

- Situation analysis and positioning

- Advertising and evaluation of advertising

- Sales promotion

- PR and personal sales

Learning Methods

3-4 hours of lectures per week.

Assessment Methods

Written examination, 4 hours.

Minor adjustments may occur during the academic year, subject to the decision of the Dean