This course introduces the student to the management of marketing communications with an emphasis on the evolving nature of marketing communication tools. It also introduces the techniques used in the creation, nurturing and leveraging of brand assets in an environment where consumer and cultural influences strongly interact with strategic marketing decisions to impact brand meaning and value. Prerequisite: MARK 502.
This course introduces the student to the management of marketing communications with an emphasis on the evolving nature of marketing communication tools. It also introduces the techniques used in the creation, nurturing and leveraging of brand assets in an environment where consumer and cultural influences strongly interact with strategic marketing decisions to impact brand meaning and value. Prerequisite: MARK 502.
