Brief Course Description
1. Course Title:
Marketing Communication Strategy
2. Language of Instruction:
English
3. Course Code:
MCS1501
4. Credits:
4
5. Course Objectives:
This unit provides students with an understanding of an IMC, the marketing communication process, and coordinating major elements of the marketing communications.
6. Brief Description of Course Content:
Developing and managing an effective integrated marketing communications (IMC) program is a vital part of successful marketing. Moreover, IMC is a highly visible and demanding aspect of marketing communication effort at brand level. This unit, grounded in marketing principles, provides students with an understanding of IMC, the marketing communication process, and coordinating major elements of the marketing communications mix - advertising, digital marketing, sales promotions, personal selling, sponsorship marketing, public relations, direct marketing