9.3.3 HT6204 Integrated Marketing Communication and Brand Building (3 ECTS Credits)

Objectives
The student will understand the concept of Integrated Marketing Communication and Brand Building and will learn the marketing and brand building processes and the role of advertising, promotion and brand building in the Organization’s Integrated Marketing Programme.

Content
Role of IMC and Brand Building in Marketing / IMC-Processes / Developing, Monitoring, Evaluating and Controlling Integrated Marketing Communication

Prerequisites
None

Method
Lectures, exercises, examination

Semester
Term 4