BA MARKETING & ADVERTISING: COMMUNICATIONS & PR

Develop the art and science of strategic decision making by learning how to identify the most strategically important dimensions on which to ground decisions and to scan the environment for the best possible options, learning the techniques needed to improve strategic decisions in the face of complexity, uncertainty and conflicting objectives.

Learn to use market research as an aid to making marketingdecisions. Develop skills to learn how information is gathered, analysed and used to make marketing decisions. Accordingly, this course is appropriate for both prospective users of research results and prospective marketresearchers.

Learn the main concepts of consumer behaviour and decision-making. Including psychological theories such as buying patterns and motivations. The consumer decision-making process and inter-disciplinary concepts from economics as well as mass communications are also relevant.

Gain insight intonew product development techniques, branding and the role of the product manager. Develop a clear understanding of the importance of creating powerful brands and learn how consumers choose them and how they can satisfy social and psychological needs, focusing on areas such as retailer issues in branding, service brands as well as B2B.

Sharpen your perspective on campaign objectives and goals; not only from the perspective of a planner and but also from that of a critical consumer receiving campaign information. Learn to identify strategic advertising and PR campaigns, analyse components, apply relevant research findings and theory related to advertising and PR campaigns and develop strategic advertising and PR campaign plans, integrate social media into campaign plans, critically evaluate campaign processes.

Understand key marketing concepts and their applications to market research, segmentation, selecting target markets, product development, pricing, promotion and distribution. Develop decision-making skills from a global, ethical and socially responsible perspective.

Develop an in-depth understanding of the theory, concepts and tools used to market new products and services as well as competitively analysing strategies and alternatives to enter new markets, emphasising on the requirements for creating and executing marketing plans whilst considering the rapid technological changes we continuously experience.

Develop a clear understanding of what it takes to effectively lead yourself, lead others and leadbusinesses,in order to achieve pre-determined goals and successfully execute strategies.

Learn the practice of good project management. You will learn how to identify and schedule project resources, create project flow charts, produce critical path planning and evaluation reports. Important issues of staff selection and team management are also covered. You will also have sessions where you work on specific projects in the computer lab and learning objectives will be reinforced with case studies that allow the application of the principles and tools that you have learned.