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Marketing communications

Course Description: This course enables MBA students to learn the fundamental elements of marketing communications. For marketers, communications are crucial because they form the basis for creating demand for products, building brand image, positioning the brand in the market, and more. This course specifically focuses on the role of advertising as a key element in the marketing communications mix, as well as various promotional tools such as direct marketing, sales promotion, public relations/publicity, and personal selling within the marketing program. The course also pays attention to other important factors, such as understanding the overall marketing process, consumer behavior, environmental influences, communication channels, available media options, and how to implement effective promotional campaigns and programs.

Credit hours: 3

Objectives of the course :

By the end of this course, the student will be able to:
Discuss the organization's marketing communications mix to deliver a consistent message to customers and markets.
2. Clarify the role of other marketing communications agencies.
3. Critical analysis of different methods for measuring the effectiveness of marketing communication programs.
4. Analyze issues and demonstrate skill in planning, implementing, and evaluating strategies and action plans.
5. Study different methods for determining the marketing communications program budget.
6. Comparing a variety of media and methods available to marketers.
7. Discussing various methods for measuring the effectiveness of marketing communications programs.
Clarifying the importance of communicating empathetically with people from diverse backgrounds.

Course outputs :

1. Distinguishing between concepts, principles, and theories in business management.
Apply concepts, principles, and theories in various business situations.
3. Demonstrating written communication skills.
4. Possess oral communication skills.
5. Possessing computer application skills in business management.
6. Possessing scientific research skills in the field of business administration.
7. Possess critical thinking and analytical skills in business fields.
8. Possessing strategic thinking skills and finding solutions in business management.
9. Belief in and practice of sustainability principles.
10. Possess leadership, teamwork, and decision-making skills in business management.
11. The ability to distinguish ethical issues in business management.
12. Possessing social responsibility competence in business management areas.
13. Ability to handle cultural diversity in business situations.

Additional information:

Last updated: 2026-05-10