|1.||Compare and contrast the strong and weak theories of marketing communications;|
|2.||Devise effective marketing strategies and programmes;|
|3.||Formulate appropriate marketing communications strategies to practical business objectives;|
|4.||Distinguish and justify different creative and media execution; and|
|5.||Evaluate a company's marketing and promotional programme.|
|Presentation||Individual Presentations and Theory led Discussion||20%|
|Report||Promotional Plan (individual or pairs)||30%|
Advertising and Promotion: An Integrated Marketing Communications Perspective (8th Edition),
Belch, George E. and Michael A. Belch (2014),
McGraw-Hill/Irwin, New York.
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