Marketing Communications [ MCOMU2202 ]

1. The objectives of the communication
2. Commercial and non-profit advertising communications
3. The sender and the receiver of the message
4. Processing of the communication by the receiver
5. "Other" means of communication Relational contacts and networks
Sponsoring, advertising at the point of sale, packaging, product placement, etc.

1. On completion of this course, students will be able:  to understand the basic concepts of marketing communications in both the commercial and the non-profit sector. To understand the role of the different actors in the marketing process. To understand emotional, cognitive and behavioural communication processes relevant to marketing communications.

2. Students will discover that there are an increasing number of alternative methods of marketing communications owing to the desire of companies to stand out from their competitors and "to be heard" in a world where advertising noise is becoming increasingly louder.

On completion of the course, students will have learned to decode the various methods used in marketing communications.