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18 NQF credits at level 7

Course convener: G Rightford

Course entry requirements: BUS2010F/S

Course outline:

The course will include topics such as Advertising Today, Scope of Advertising, Marketing & Consumer Behaviour, Market Segmentation & Marketing Mix, Research for Advertising, Marketing & Advertising Planning, Planning Media Strategy, Types of Media, Out-of-home, Exhibitive & Supplementary Media, Creative Strategy & Process, Brand Management and Creative Execution: Art & Copy.


The Integrated Marketing Communication module aims to provide an overview of marketing communications so that students develop an understanding of, and insight into, the industry, its processes and its role as a business tool. Students will be equipped with the skills to formulate a marketing communication strategy. This course will focus on providing students with an understanding of the different marketing communication tools, the media involved with these, and how these activities form part of the overall marketing strategy. DP requirements: Attendance is compulsory for all tutorials. Students must obtain at least 50% for all class work (projects, assignments and test) to be allowed to write examination.


  • Coursework (projects, assignments and tests) 60%
  • Final examination 40%

Last updated : 16 Apr 2015

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