The course covers the integrated tools of promotion strategy including advertising, personal selling, sales promotion, direct marketing, e-marketing, and public relations, to build a powerful communications strategy. Including all aspects of the promotional mix and marketing communications, it integrates a practical approach with contemporary theories. This will cover the latest technological approaches of promotion such as social media and interactive marketing. More emphasis will be placed on building brand image.  

The content of this course will be delivered through a combination of instructional methods. These will include, but will not be limited to didactic lectures, reading of course-related articles, in-class discussions, question-and-answer sessions, assignments and group projects, analysis and discussion of cases, online resources, and students’ presentations.