This unit provides students with the necessary knowledge and skills to develop appropriate advertising and promotion strategies consistent with strategic marketing principles. The role of marketing communications in both business-to-consumer and business-to-business settings is emphasised. The concept of Integrated Marketing Communication (IMC) is discussed as well as the individual marketing communication mix elements. The impact of IMC on consumer decision making is also discussed. -- Course Website
Prerequisites: MKTG1203 Marketing Management or equivalent; for pre-2012 courses: none
