Marketing Communications

DESCRIPTION:
Marketing communications and their role within the overall marketing mix. The communication process, marketing communication mix, target audiences, creative and media strategy, integration of marketing communication activities etc.

RATIONALE: 
Marketing communications are an important component of the Marketing Mix. To be used effectively, marketers need to fully understand all components of the marketing communication mix, and the role each play in the marketing communication process. Furthermore, marketing communication programs must be developed within a strategic context and marketers must make knowledgeable use of creative tactics and media choices. This course covers an overview of the components of the marketing mix (advertising, sales promotion, PR etc.) and describes all activities that deal with the planning, creation, implementation and evaluation of marketing communication activities., in a way that prepares the student for more advanced courses in the area of marketing communications

LEARNING OUTCOMES: 
As a result of taking this course, the student should be able to:
1. Demonstrate understanding of the role of marketing communications within the overall marketing mix of the company.
2. Evaluate the competencies of each component of the communication, media and creative mix.
3. Assess the overall communication strategy of a given campaign

METHOD OF TEACHING AND LEARNING:
In congruence with the teaching and learning strategy of the college, the following tools are used:
• Class lectures, interactive learning (class 
discussions)
• Presentation and discussion of real life examples
• Project. Critical analysis of the communication strategy of an existing reallife campaign. Students are expected to work individually and in small teams.
• Presentation of the best project
• Use of Blackboard learning platform
• Office hours. Students are encouraged to make full use of office hours of their instructors to ask questions and go over lecture material.