This unit focuses on providing the tools for managers to be able to critically evaluate promotional strategies that are presented to them. The course is designed to give a clear understanding of the setting of promotional objectives and the development of creative and media strategies employed by small to large organisations. It explores some of the fundamental theories that underpin marketing communications and current day leading-edge promotional campaigns that have successfully created major impact in their respective markets. It analyses key strengths and weakness of each of the major media vehicles, examining current trends in consumer and advertiser usage patterns. -- Course Website
Instructor: [email protected]
Prerequisites: MGSM820