Advertising and public relations

The main purpose of this course is to introduce students to basic principles of communication with emphasis on advertising and sales promotion. This course focuses on modern approaches to marketing communications, and how they can be integrated into effective marketing strategy. The development of effective communication by the company requires a deep knowledge of the market and customer behavior. Furthermore, the communication strategy should be consistent and support the marketing strategy as expressed through the variables of the marketing mix. A part of the course will focus on the different communication tools and their use of the modern enterprise.

Objectives

students will be able to: Understand the function of communication and advertising Shape communication strategies to achieve the marketing objectives Understand the means which an enterprise has in order to communicate effectively with customers They know the objectives of an advertising campaign They combine business needs for communication, marketing objectives with individual economic constraints in setting the budget for communication Evaluate the creative of an advertising campaign Analyze various methodological approaches modes and approach of the various joint in which the advertising is addressed Grasp the usefulness and limitations of the different options for sales promotion.

Prerequisites

There aren't any

Syllabus

The included topics are: Introduction to communication and advertising Integrated marketing communication strategy Design marketing and communication program Define advertising and communication objectives Creative and advertising (contour - text) Selection and media planning Advertising effectiveness advertising company Sales promotion Public Relations and Sponsorship