A critical evaluation of a key Marketing Communication concept or concepts and how this helps achieve Marketing Communication strategy
objectives for a brand, organisation or a sector of YOUR choice.
This may involve a number of key concepts to be critically analysed, but it is recommended to have a “narrow” range of concepts under
examination with a deep critical analysis.
1. Demonstrate the ability to evaluate key concepts and their application within a marketing context.
2. Demonstrate the ability to conceptualise the Integrated Marketing Communications mix in a strategic context.
3. Demonstrate the ability to evaluate the effectiveness of Integrated Marketing Communications in achieving marketing strategy objectives
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