MKW3461

Marketing communication

(BUS)

Not offered in 2001

6 points + First semester + 3-hour class per week + Prerequisite: MKW1120

Synopsis: The uses of advertising, sales promotion, direct marketing and publicity to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process and the practical business processes necessary to achieve and measure defined promotional goals.

Assessment: Team case study (two parts, each 1500- 2000 words): 40% + Oral presentation: 10% + Examination (2 hours): 50%