COM302 Marketing Communications
Course Description
This course provides students with the basic concepts and methods related to marketing communications, including communication theories and the communication mix. Emphasis is placed on the marketing mix variables of the product, place, price, and promotion, as well as marketing communication tools.
Topics and Objectives
Theories of Communication and Marketing Mix
- Define marketing communications.
- Describe the communication process model and its use in marketing communication.
- Identify the essential elements of the communication mix.
Traditional Advertising and Promotion
- Compare and contrast types and functions of advertising media.
- Identify advantages and disadvantages of press, television, radio, and outdoor advertising media.
Corporate Communications and Branding
- Describe the role public relations plays in marketing communication.
- Compare and contrast the strategic functions of brands.
Marketing and Sales Promotion
- Evaluate sales promotion techniques.
- Summarize the role of personal selling within the overall marketing sales mix.
Marketing Communications in the 21st Century
- Evaluate the Internet as an interactive marketing communications tool.
- Summarize the influence of social attitudes on marketing communications tool.
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