Afbeelding
Module content
Organizations are becoming increasingly visible in our society, which makes the image of an organization an important success factor. Building and maintaining a positive image is therefore of strategic importance for organizations. Ideally, all interest groups see and experience the organization as it wants it to be seen and experienced. However, this is rarely the case, necessitating a professional image policy. For a marketing communication professional who is responsible for the identity and image of an organization, a Gap-analysis helps to uncover what is necessary for achieving objectives.
When doing business (both international and domestic) the importance of marketing communication is growing. A great deal of marketing communication aims to create positive ideas about a certain brand among consumers. Customers are more likely to buy a brand that makes a favorable impression on them. Marketing communication is practiced using a wide range of channels, such as printed material, television commercials, personal sales, social media and more.
This course focusses on using consumer behavior as a starting point for communication and understanding the relationship between off- and online communication. These aspects are to be taken into consideration when setting up a marketing communication plan, from strategy to tactics.
Structure of the module
The following courses are offered to ensure you will have the necessary knowledge and skills to successfully complete both projects (Project Marketing Communication - 6 ECTS, Project Key-accountplan – 6 ECTS):
- Marketing Communication Strategy (3 ECTS)
- Marketing Research 2 (3 ECTS)
- Finance 3 (3 ECTS)
- Sales 2 (3 ECTS)
- Purchase 2 (3 ECTS)
- Professionalisation 4 (3 ECTS)