Course Information

This course will introduce key marketing concepts related to the promotions mix in an IMC (Integrated Marketing Communications) framework. Students will be introduced to the foundation of IMC and communication concepts specifically as they relate to influencing consumer behaviour. This course focuses on advertising as part of the promotional mix and explores creative approaches and media alternatives, including the internet and social media options, needed to prepare and justify different marketing communication approaches to create brand interest and ultimately brand loyalty. The advantages, pricing, and measurements of different types of media will also be explored.