Courses @ UNIRAZAK

This course explores the role of advertising, promotion, and supplemental aspects of integrated marketing communications, and their strategic use in the marketing of products, services and ideas. It involves a study of brand–equity enhancement, promotion appeals, product and market research, selection of media, testing of marketing communication effectiveness, advertising management, sales promotion management, market-oriented public relations, and sponsorships. Emphasis is placed on understanding the role of advertising and other promotional tools in the IMC program of an organization to achieve effective marketing campaigns based on clear objectives, market segmentation and target marketing, within established time and cost parameters. It examines the process by which integrated marketing communications programs are planned, developed, executed and measured.

• Identify unique capabilities of the promotion mix components: advertising, personal selling, sales promotion, publicity, and packaging, and how Integrated Marketing Communications (IMC) fits into the marketing mix.
• Apply suitable theories in the communications process that fits into and work with consumer behaviour with emphasis on the consumer decision-making process.
• Propose advertising, sales promotion, and integrated marketing communications plans and strategies for a product or service