This course focuses on the strategic integration of promotional and advertising efforts to effectively communicate with target audiences and drive consumer action. This course covers the key concepts of promotion, advertising, and integrated marketing communications (IMC), including campaign development, media planning, creative messaging, and budgeting. Students will explore how advertising and promotional tactics are used to build brand awareness, influence consumer behavior, and achieve marketing objectives. Through case studies, project work, and analysis of real-world campaigns, students will gain hands-on experience in developing and executing successful promotional and advertising strategies.
Upon successful completion of this course, students will be able to:
These outcomes aim to equip students with the knowledge and practical skills needed to create, manage, and assess promotional and advertising campaigns, preparing them for roles in marketing, advertising, and public relations.