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This course is designed from the perspective of managers who will need to make decisions about marketing communication programs.
Contemporary cases are used to illustrate the key issues in developing effective advertising.
The perspective that I take in this class is that the goal of marketing communications is to convey appropriate meaning to the relevant customer audience in order to build a strong brand. The more specific objectives of this course are
to help you apply the appropriate theories and tools to plan and evaluate marketing communication
to increase your understanding of advertising’s strategic role in the development of markets
to develop your awareness of marketing and communication problems faced by a variety of organizations and to stimulate your thinking about ethical and social issues related to advertising