Course details
Marketing Communications
MARK 60103A
It presents an in-depth examination of all aspects of the communication process: the message sender (i.e., the brand), the message recipient (i.e., the consumer) and the message itself. While focusing on the message, we will examine topics such as advertising, sales, public relations, digital marketing, and integrated marketing communications. Students are provided with numerous opportunities to apply what they have learned through planning an integrated marketing campaign and the creation of personal branded content.
Themes covered
A basic overview of branding and consumer behaviour as they relate to marketing communication
Communication Tactic 1: Advertising including emotions humor persuasion knowledge
Communication Tactic 2: Digital marketing including SEO & Social Media
Communication Tactic 3: Public relations including sponsorship WOM and media relations
Communication Tactic 4: Selling and interpersonal communication
Communication Tactic 5: Integrated marketing communications
Market research as it pertains to messaging (e.g. A/B testing)
Ethical principles of the construction of marketing campaigns
Important notes
Course in French : MARK 60103
Course code
MARK 60103A
Subject
Marketing
Program
Maîtrise en gestion (M. Sc.)
Location
Côte-des-Neiges
Instruction mode
On-site learning
Credits
3