Marketing Communication

Course Code :2114TEWMKT
Study domain:
Academic year:2018-2019
Semester:1st semester
Contact hours:30
Study load (hours):84
Contract restrictions: Exam contract not possible
Language of instruction:English
Exam period:exam in the 1st semester
Lecturer(s)Patrick De Pelsmacker

3. Course contents *

This course introduces students to the most important principles of marketing communication.

Topics include:

  • Integrated marketing communication
  • Brand management and marketing communication
  • Models of marketing communication
  • The instruments of marketing communication: advertising, brand activation, media, online, sponsorship, public relations
  • Measuring the effects of marketing communications
  • Ethics in marketing communication