COMMERCE 4MA3 - Advertising and Integrated Marketing Communication

3 unit(s)

The course introduces learners to the strategic role of advertising and its various forms - print, radio, television, social, experiential, events, viral and consumer generated content - in effective marketing. Students understand how to develop communications objectives, formulate a creative strategy, compare and select various forms of media to deliver on brand goals. It offers opportunity to practice the process of analyzing an opportunity, formulating strategy, developing creative and implementing an IMC plan.
Lectures (three hours)
Prerequisite(s): COMMERCE 1MA3 (or 2MA3) or IBH 2AA3; and registration in any Bachelor of Commerce or Engineering and Management program or relevant minor (see Faculty Note 2.)