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This course introduces participants to the process of developing and managing effective marketing communications. Organizations need to interact with consumers, stakeholders and other organizations. A company can tell the marketplace about itself and its products in many ways. It is important to understand the nature and dynamics of the various means of communication so that they can be managed efficiently and effectively.
This course examines the tools available to marketing communication planners and provides guidelines as to their application. It builds on core marketing subjects by extending the issues relating to communication. It takes an integrated approach to communication management and covers the full spectrum of marketing communication, including advertising, direct marketing, promotion, personal selling, public relations, sponsorship, and internet communication.