MKTG2004 Notes

Description

- A detailed notes document of all the topics from Week 1 to Week 12 (No new content for Week 13). - Notes cover all content required for essay writing and weekly in-class activity. - This document summarises all the important concepts in this unit and has a few diagrams to help explain the difficult concepts. Topics Covered: Week 1: Introduction to Integrated Marketing Communications Week 2: Generating Consumer Insights Week 3: Brand Positioning Week 4: Media Planning and Strategies Week 5: Managing traditional and digital media Week 6: Advertising Creativity Week 7: Planning and Executing the Creative Appeal Week 8: Buzz and Viral Marketing Week 9: Public Relations, Corporate Reputation and Sponsorship Week 10: Personal Selling Week 11: Direct Response Marketing & Sales Promotion Week 12: Advertising Testing and Campaign Tracking Week 13: No new content