Overview
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Academic contacts
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Offerings
DUBAI-ISC-TJD-INT-2018-2019
DUBAI-ISC-TSD-INT-2018-2019
KAPLAN-SGP-TJA-INT-2018-2019
KAPLAN-SGP-TSA-INT-2018-2019
Enrolment rules
Students who have successfully completed BUS336 Integrated Marketing Communications may not enrol in this unit for credit.
BUS273/ BUS299 Consumer Behaviour
Other learning activities
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Learning activities
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Learning outcomes
1.
Explain the marketing communication concepts that are the foundation of IMC.
2.
Develop the technical and analytical skills required to implement and evaluate. effective IMC strategies for a local organisation that markets a consumer product.
3.
Demonstrate an understanding of the marketing communication concepts that can be applied in developing IMC strategies for consumer organisations.
4.
Present effectively and successfully in a manner which achieves your communication objectives and work more effectively in a group.
Assessments
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Additional information
Unit content:The broad aims of this unit are to:
1) Understand the communications process and how this can e used to guide the development of successful marketing communications campaigns.
2) Learn how to set communications objectives and using these to guide campaign development, implementation and monitoring/evaluation.
3) Determine the right key message and why this is so critical to the success of marketing communications
4) Determine which media are available to deliver the key message to the target audience, the benefits of each and the disadvantages associated with each;
5) Ascertain how to go about critically analysing the likely effectiveness of marketing communications