Credit Weight: 0.5 Prerequisite(s): A mark of at least 60% in Business 2014, 2034 Description: Management of advertising, sales promotion, personal selling, and publicity/public relations is considered in the context of developing an integrated marketing communications strategy for the firm and its products. Consumer behaviour and communication theories are examined as a basis for planning promotional campaigns. Promotional campaign management is examined in terms of target audience identification, creation of message and media strategies, promotional budget development and campaign evaluation.
