• Understand and describe key characteristics of key marketing communications media
• Identify relevant media for a given marketing strategy and argue for the relevance of this choice
• Align media choice with characteristics of target groups
• Critically assess the value and relevance of marketing communication tools in relation to their practical application
• Identify and select the elements which compromise a marketing communication programme and the means by which their effectiveness can be assessed
• Be able to build a marketing communication budget
• Reflect incisively and critically over the underlying causes of the phenomena being studied
• Relate the tools, concepts and models presented in this course to others they are familiar with from other courses
• Synthesise and deduce new models that can be used to predict phenomena relevant to the study of marketing communication

Aims and Objectives
The aim of the course is to present students with the necessary tools to perform situation analysis and planning for developing marketing communication actions that will contribute to building strong brands.

Contents
The course takes its starting point in the marketing process in order for students to understand the basic strategic marketing actions that form the basis of the marketing communication concentration. The course will present students with the analytical concepts and tools to evaluate media and communication budgets, to evaluate the various media groups:
print advertising,
broadcast media advertising,
direct marketing and 1-to-1 marketing,
use of websites and other electronic media for marketing communication.
The course discusses all aspects of planning such as situation analysis, understanding the communication process, setting of objectives and budgeting, understanding and evaluating the media, media planning, combining media and messages for integrated marketing communications and measuring the effectiveness of the advertising programme.

Course progression
The course forms the basis on which Marketing Communication Planning and Research and Positioning and Creative Strategies for Integrated Marketing Communication build. By addressing communication with customers and consumers, it supplements the course Corporate Communication which covers communication with other stakeholder groups.

De Pelsmacker, Geunes & Von den Bergh: Marketing Communications – A European Prospective, Financial Times / Prentice