| Purpose: The purpose of this module is to provide students with an informed understanding of the core elements of the marketing communication mix, and an informed understanding of the processes followed when developing strategies for each element of the marketing communication mix in order to solve well-defined marketing problems unique to the African context. The module exposes students to knowledge, trends and ethical considerations relating to advertising, personal selling, sales promotion, public relations and publicity, sponsorship, direct marketing as well as new media marketing. |
