(See related pages)
- To understand the marketing process and the role of advertising and promotion in an organization's integrated marketing program.
- To know the various decision areas under each element of the marketing mix and how they influence and interact with advertising and promotional strategy.
- To understand the concept of target marketing in an integrated marketing communications program.
- To recognize the role of market segmentation and its use in an integrated marketing communications program.
- To understand the use of positioning and repositioning strategies.
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