This unit is designed to provide students with a theoretical and practical appreciation of the central role marketing communication plays in the general business environment. The unit provides a framework for examining, analysing and evaluation various aspects of the marketing communications process and the relevant marketing communications tools most commonly used. It is further designed to assist business managers to make choices regarding which marketing tools to use under a variety of dynamic environments. Topics covered include: advertising, PR, personal selling, direct selling, Internet marketing, sponsorship, sales promotion, emerging technologies and their potential. -- Course Website
Instructor: Dr Ghazala Khan
Prerequisites: Students must have passed two units from the following: MKG1120 or MKW1120 and MKG2402 or MKW2402 before undertaking this unit.
