Advertising and Promotions Management

This unit aims to give students a very practical and yet theoretically grounded understanding of how advertising and promotion works. Topics covered include advertising strategy, campaign planning, media planning, creativity, assessing advertising and promotion effectiveness, direct marketing and public relations. Taking a holistic view, the course aims to help students make management decisions related to advertising and promotion, and to ensure that such decisions are properly integrated into the firm’s marketing mix. 

Prerequisite: MGSM820 Marketing Management