7.3.4 HL 6204 Integrated Marketing Communication and Brand Building

Objectives and Content

The student understands the concept of Integrated Marketing Communication and Brand Building, knows the marketing and brand building processes and the role of advertising, promotion and brand building in an organization’s Integrated Marketing Program.

The role of IMC and brand building in marketing, IMC-processes, developing, monitoring, evaluating and controlling Integrated Marketing Communication

Prerequisites
None

Method
Lectures, exercise, exam

Assessment
1-5

Term
4

Credits
3,5 ECTS