Introduction to Marketing Communication (PRAD101)
This course is designed to provide introductionto marketing communication context for the areas that PRA students will specialize in during their degree program. Students are introduced to marketing commuication as a management discipline essential to the successful, competitive functioning of an organization in modern (and post-modern) economies. The course explains the significance of the core concepts of the marketing communications functions (needs, wants, demands, targeting, positioning and segmentation, target audience etc.) and orientates the discussion of all these elements around the need to create and communicate value to target market. Common marketing communication constructions such as the marketing communication mix and marketing communication plan will be examined from both theoretical and practical perspectives.