CREATIVE MARKETING COMMUNICATION (3 SCU)

Learning Outcomes :

Upon successful completion of this course, students are expected to be able to identify the issues of creative marketing communication in a marketing planning; apply theory, concepts, principles and cases in creating solution of creative marketing communications; design a creative promotion strategy and communication campaign material aligned with overall strategic marketing strategy; examine the return on investment  of a marketing communication campaign.

Topics:

Consumer fragmentation, media proliferation and intensive development of information technology has brought many difficulties and, for some, opportunities, for marketers to communicate their brands. The hyper-competitive markets need a new way in marketing communications to make brands achieve their marketing objectives. Old school of conventional advertising has been considered obsolete, while creative marketing communication with an entertaining and engagement perspective is here to stay. This course is an in-depth study of Creative Marketing Communications in order to make the brand stands out from the crowd and achieves marketing success. Developed with a creativity platform, it links advertising and brand activation with sales promotion, Internet marketing, direct marketing, public relations and personal selling through all possible contacts with the target audience. Emphasis will be placed on strategic creative planning to effectively use these promotional tools to communicate with customers and meet marketing goals.