Visit AUM
Apply at AUM Contact
Job vacancy HR Portal Students E-Learning Library
AUM Logo

Marketing Communication

504213 - Marketing Communication
Faculty

Faculty of Business

Department

Digital Marketing and Innovation

Credit Hours

3

Pre-requisite

504101

Co-requisite

-

Distribution

3 + 0
The emphasis in this course is on the role of advertising and other promotional mix elements in the integrated marketing communications (IMC) program of an organization. The course focuses on communications theory as well as the various IMC tools used in contemporary marketing including advertising, direct marketing, Internet and interactive marketing, sales promotion, publicity and public relations, and personal selling. This course examines the process by which integrated marketing communications programs are planned, developed and executed as wells as the various factors and considerations that influence this process. Ethical, legal and social issues are also discussed during the course.