Formation/Cours

Students are required to have a fundamental knowledge of marketing, they should be able to differentiate between marketing strategies and marketing tactics and understand the relationship between all marketing mix elements in achieving specified objectives.

At the end of the course, the students should be able to:

Explain what is meant by the term consumer driven communication. Describe what is meant by the term marketer driven communication. Apply marketing communication strategies to a product. Explain the concept of the core value proposition. Explain the link between the core value proposition and the development of targeted communication strategy. Convey the process of managing a successful advertising and communication campaign.

The course Advertising and Communication Management focuses on developing core competencies centred on the construction and management of a communication campaign. This course provides students with the opportunity to develop a communication campaign and whilst doing so provides a link between the application and understanding of marketing communication theory. The course covers the use of both marketing driven and consumer driven communications.