The course is designed for those who will be responsible for planning and implementing advertising and promotions programs, most likely as company product or brand managers or advertising managers. The course deals with the principal areas relevant to planning, building, implementing and evaluation of advertising and promotions activities. Essentially, the course will ask the question “how does one communicate value effectively?” taking off from the Marketing Management course description centered on searching, defining, delivering and measuring value. The last two sessions of the course are devoted to special issues of advocacy marketing and social marketing.
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