BUSN2033 Branding and Advertising

This topic introduces students to the process of developing and managing effective marketing communications. Using the Integrated Marketing Communications (IMC) concept, students will gain an understanding of consumer behaviour, communication theory and the various media used in advertising and promotion. They will also learn how to plan, develop and implement advertising and promotional campaigns.

This topic aims to provide students with an:

• Understanding of the Integrated Marketing Communications concept and the environment marketers operate in when designing marketing communications strategies
• Appreciation of the processes used to create an effective communications strategy and the tools used in marketing communications
• Understanding of the effectiveness of different traditional and modern marketing communication tools and practices
• Knowledge of consumer behaviour, branding and other relevant factors that are strongly linked with marketing communications

1. Describe the role of integrated marketing communications (IMC) in the marketing process
2. Describe and illustrate use of the tools of marketing communications, including the broadcast and print media, support media, direct marketing, the internet and interactive media, sales promotion, public relations and personal selling
3. Discuss factors that influence consumer response to different marketing communication activities
4. Recognise the importance of consumer behaviour and branding related theories in marketing communications
5. Discuss the ethical issues associated with marketing communications
6. Work collaboratively to evaluate marketing communications
7. Work collaboratively to develop a marketing communications strategy appropriate for firms operating in a specific environment