This subject explores the marketing communication process and its role within the marketing mix. Students will develop skills and practical knowledge by exploring key concepts in integrated marketing communications, including the role of advertising, media, promotions and digital. The subject also explores the importance of branding, including brand equity frameworks, positioning and evaluation. Understanding integrated marketing communications is essential for persuading and influencing market segments. Students will build their analytical and application skills through workshop activities, business case study analysis, and interactive learning materials.