The purpose of this course is to provide students with a basic understanding of marketing communication theories and tools. Specifically to:
1. Develop an improved understanding and working knowledge of the theory and practice of value-based integrated marketing promotion.
2. Develop an ability to define customers and prospects according to their behaviour and apply the marketing communication concepts and tools to market segmentation, product positioning, brand evaluation, stakeholder analysis, product life cycle and marketing mix strategies.
3. Develop proficiency in designing, implementing and reporting on secondary research.
4. Develop an ability to design, implement, analyse and report on primary research into the opportunities to develop and improve marketer-customer reciprocal relationships.
5. Develop an ability to estimate the value of customers and prospects.