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BP 522 Integrated Marketing Communication Select Term:
Today's brand manager has to manage and make his/her brand successful in a much more complicated marketing environment than the brand managers of the last two decades. A brand manager must interact with his/her customers, making decision with his/her emotions and producing content by operating and managing different communication agencies specialized in their fields around the idea of one single brand in an environment where s/he is surrounded by many traditional or brand new communication channels. Integrated Marketing Communication course aims to develop the skill of using all communication disciplines and channels in an integral manner in this complicated consumer, media and agency environment. It shares necessary theoretical knowledge for this purpose and helps students gain total brand communication practice by means of case studies to be brought by managers of agencies with different expertise.
SU Credits : 3
ECTS Credit : 10
Prerequisite : -
Corequisite : -