The first part of the course is a general introduction to fundamental marketing communication decisions. Topics covered in this part include situation analysis, objective setting, creative strategy, integration of the marketing communication mix, persuasion theory and design of communication messages.
In the second part we delve deeper into a few specialized topics, including digital tools and tactics, and the use of google analytics. Finally, we discuss how to best measure the effectiveness of market communication in both digital and traditional channels, and how to adjust and simplify testing schemes when there are cost and time restrictions.
Main topics
- situation analysis
- creative strategy
- creative tactics
- media planning
Special topics
- digital marketing tools & tactics
- google analytics
- effects measurement