1. Examine the role of advertising and promotion management in contemporary marketing
2. Develop an understanding of integrated marketing communications, including the coordination of the various promotional mix elements
3. Recognise the skills required for the development of a creative strategy in
advertising, examining the various creative approaches, appeals and executions used by advertisers
4. Analyse the major elements of a promotional plan, including: goals and objectives, media planning and strategy, and promotions budgets and evaluation.
5. Develop understanding of media planning and strategy.
6. Select an appropriate promotional mix.
7. Discuss ways to measure the effectiveness of advertising and promotion.