Revision 2
The course is divided in three logically connected parts and focus on the following aspects of marketing communication:
• Fundamentals of marketing communication, mainstream communication theories, structure and organisation of the marketing communication industry as well as ethical issues of marketing communication;
• Marketing communication strategies, iintegrated marketing communication, positioning, brand development, building of corporate identity.
• Marketing communication mix, i.e. tools, media and messages used by organisations to communicate with their target audiences.