Course Catalogue

Liverpool Business School

To provide a comprehensive overview of global marketing issues and instil an appreciation of the international business and marketing environment.

Outline Syllabus:Introduction, Overview of content/themes, mission, learning objectives, seminars, Introducing Marketing Communications Development of IMC: Defining Integrated Marketing Communications, Features and Benefits of IMC and how marketing communications works Outcomes of Integrated Marketing Communications 1: – Image, Brand Identity, and Word of Mouth Part 2: IMC Planning Planning & Management of Integrated Marketing Communications: • Setting Objectives • Setting Budget • Media Decisions • Media Implementation: Planning & Negotiations Agency Operations Evaluating IMC – Message Evaluation Part 3: Execution of IMC Advertising Advertising message creation, appeals, and execution styles Direct Marketing & Database Management: Meaning & approaches, and strategies Publicity and Public Relations Sponsorship & Corporate image as part of the Communications Mix Sales Promotion as part of the Communications Mix Packaging as part of the Communications Mix

Module Overview:
This module provides you with a comprehensive overview of global marketing issues and instils an appreciation of the international business and marketing environment.

Additional Information:No Course Notes Were Provided.