MGB 242
— Marketing Communications
Issues in designing a marketing communications strategy. Topics include mass and direct communications, institutional aspects of advertising, consumer behavior, evaluating ad effectiveness, determining ad budget, creative strategy, and use and abuse of promotions.
Topics
- mass and direct communications
- institutional aspects of advertising
- consumer behavior
- evaluating ad effectiveness
- determining ad budget
- creative strategy
- and use and abuse of promotions
Topics explicitly listed in official catalogue description
Prerequisites & course information
Course Description: Issues in designing a marketing communications strategy. Topics include mass and direct communications, institutional aspects of advertising, consumer behavior, evaluating ad effectiveness, determining ad budget, creative strategy, and use and abuse of promotions. Learning Activities: Lecture 3 hour(s). Grade Mode: Letter. Learning Activities: Lecture 3 hour(s). Grade Mode: Letter.
Sources
- Course catalogue ↗2026-2027