Marketing Communication

COURSE DESCRIPTION

The course is designed to provide students with a deeper understanding of the communicative aspect of marketing. The course discusses different communication strategies and expected outcomes, based on examples from real cases (case studies).

CONTENT

1. Course introduction and semester review
2. Corporate communication. Brand management
3. Consumer and product research
4. International marketing communication planning process
5. Advertising design. Creative development
6. Ethics and rules
7. Marketing communication strategy and campaign