This course provides students with the knowledge, concepts, and skills necessary to understand the tools and methods used by marketing officials to achieve effective communication with customers. It reviews the various factors considered when planning and developing advertising and promotional programs adopted by organizations to achieve the required success. The course focuses on the concept of integrated marketing communications as a means of building and implementing promotional campaigns aimed at increasing brand value and strengthening market position. Students will acquire practical knowledge about traditional marketing communication tools such as advertising, personal selling, sales promotion, and public relations, as well as modern tools including sponsorship activities, direct marketing, electronic communications, and other communication activities designed to create greater value for the organization's marketing efforts and support its market position.
- Teacher: Dr. Amal Adel Nabih