Course curriculum

  • 1

    Introduction

    • Module Introduction

    • About the Trainer

    • Syllabus

    • Textbook

    • Course Manual
  • 2

    Week 1

    • Chapter 1 - Introduction Marketing Communications & Communications: Forms and Conversations

    • Chapter 2 - Audience insight: information processing and behaviour & How marketing communications might work

    • Articles
  • 3

    Week 2

    • Chapter 3 - Marketing communications: strategy and planning & Marketing communications: objectives and positioning

    • Chapter 4 - The communications industry: structure, operations and finance & Evaluation and metrics

    • Chapter 5 - Branding and marketing communications & Integrated marketing communications

    • Articles
  • 4

    Week 3

    • Chapter 6 - Advertising: role, forms and strategy & Public relations: principles and practice

    • Chapter 7 - Sponsorship & Direct marketing and personal selling

    • Chapter 8 - Sales promotion, field marketing and brand experience & Brand placement, exhibitions, packaging and licensing

    • Articles
  • 5

    Week 4

    • Chapter 9 Messages and creativity & Media – principles and practice

    • Chapter 10 Social, search and other interactive media & Media planning: reaching audiences

    • Articles
  • 6

    W-705

    • W705-Assignment

    • Assignment Brief

    • Harvard Referencing guidelines